Journal of the Korean Society of Cosmetology 2018;24(2):263-270.
Published online April 30, 2018.
화장품 매장의 VMD요소가 브랜드 인지도, 브랜드 태도, 구매의도에 미치는 영향
권오혁, 이정민
The Effect of Cosmetic Stores' VMD Factors on Brand Recognizability, Brand Attitude, and Purchase Intention
Oh-hyeok Kwon, Jeong Min Lee
This study focused on the specific VMD factors in the store environment of cosmetic stores to discuss the evaluation of VMD factors perceived by cosmetic consumers, analyze the different effect of cosmetic stores' VMD factors on brand recognizability, brand attitude, and purchase intention, and identify the mutual correlation and major causes of each variable. As a result, it was found that the VMD factors of cosmetic stores have different effect on brand recognizability, brand attitude, and purchase intention. The findings of study are expected to provide a theoretical foundation for detailed marketing strategies to use the cosmetic stores as effective marketing spaces through systemized VMD strategies and stimulate cosmetic consumers' purchase psychology to increase revenues and reinforce competitiveness of brand in the cosmetic market environment where the importance of VMD is stressed as the consistent visual merchandise strategy to match a brand's message with consumers' emotional needs.
Key Words: Brand attitude, Brand recognizability, Cosmetic stores, Purchase intention, VMD factors

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