Journal of the Korean Society of Cosmetology 2018;24(1):165-177.
Published online February 28, 2018.
화장품 브랜드의 콜라보레이션 평가속성이 브랜드선호도, 구매의도에 미치는 영향
권오혁, 이정민
The Effect of Cosmetic Brands' Collaboration Evaluation Attributes on Brand Preference and Purchase Intention
Oh-hyeok Kwon, Jeong Min Lee
This study was conducted to identify the subfactors of cosmetic brands' collaboration evaluation attributes that affect consumers and substantially analyzed the variables to generally discuss how the cosmetic brands' collaboration evaluation attributes affect brand preference and purchase intention. As a result of this study, it was found that the cosmetic brands' collaboration evaluation attributes had different effects on brand preference and purchase intention. In order to survive and develop in the keen competition of the cosmetic market, cosmetic brands' collaboration is a strategy to explore new markets and create consumer culture for consumers' various opportunities to consume and new impressive and emotional consumption of products by enhancing consumers' brand preference and stimulate their purchase intention. This study specifically identified how emotion-oriented collaboration marketing strategies affects cosmetic consumers' behaviors to provide resources for marketing strategies and academic foundation to develop the cosmetic industry into a high value added industry as it constantly requires differentiated management strategies.
Key Words: Brand Preference, Collaboration, Cosmetic Brand, Purchase Intention

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