| 컬러마케팅전략, 브랜드 카리스마 및 고객충성도 간의 관계 연구: 수도권 뷰티숍 브랜드를 중심으로 |
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김신애, 권기대 |
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| A Study on Relationship among Color Marketing Strategy, Brand Charisma and Customer`s Loyalty: Focused on Beauty Shop Brand in the Metropolitan Area |
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Shine Kim , Ki-dae Kwon |
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| Abstract |
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This study was aimed to investigate an effect relationship of color marketing strategy on brand charisma and customer loyalty in beauty shop focused on mediation effects of brand charisma for beauty shop in metropolitan area. Color marketing strategy is so called discrimination, association, symbolization and attractiveness. A total of 387 questionnaires were used for the final analysis. Data were collected from respondents who use beauty shop in metropolitan region. For this study, Data were analyzed by SPSS 21.0 ver. After reliability and validity check using exploratory factor analysis, and multiple regression approach was used to test the hypotheses. As expected in the hypotheses, except of symbolization and attractiveness, discrimination and association does directly influence to brand charisma. Brand charisma positively impacted on customer loyalty. In additional analysis, brand charisma has mediating effects between color marketing strategy and customer loyalty. This result strongly supports our research model. Theoretical and managerial implications of this study are mentioned and the limitations and future directions are presented in the part of the end. |
| Key Words:
Beauty Shop, Brand Charisma, Color Marketing Strategy, Loyalty |
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