| 국내 저가 화장품 브랜드의 컬러 아이덴티티가 브랜드 인지도 및 브랜드 태도, 구매 의도에 미치는 영향 |
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이현지 |
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| The Effect of Color Identity of Domestic Low-price Cosmetic Brands on Brand Awareness, Brand Attitude and Purchase Intention |
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Hyun-ji Lee |
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| Abstract |
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The purpose of this study was to analyze whether color identity of domestic low-price cosmetic brands have an effect on brand awareness, brand attitude and purchase intention. The data were collected via a self?administered questionnaire from 432 female living in seoul and the capital region. Using SPSS 20.0 and AMOS 20.0 package, Cronbach`s |
| Key Words:
Brand Attitude, Brand Awareness, Color Identity, Domestic Low-price Cosmetic Brand, Purchase Intention |
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