Journal of the Korean Society of Cosmetology 2019;25(3):669-678.
Published online June 30, 2019.
중국 20~30대 여성이 지각하는 화장품 브랜드동일시가 브랜드애착 및 브랜드충성에 미치는 영향
왕준적, 김주연
The Effects of Brand Identification Perceived about Cosmetics by Chinese Female Consumers in 20s~30s on Brand Attachment and Brand Loyalty
Jun-di Wang, Ju-youn Kim
Abstract
The purpose of this study was to examine the effects of brand identification, which perceived about cosmetics by Chinese female consumers, on brand attachment and brand loyalty. To provide basic information for setting the brand strategy for cosmetics brand companies competing in Chinese cosmetics market. 450 Chinese female consumers located in Beijing were selected as subjects through convenience sampling for a survey for 50 days from January 1 to February 20 in 2019. Date processing and analysis used the SPSS 21.0 program. As a result, firstly, functional brand identification has a significant positive effect on reliability brand attachment. Social brand identification and personal brand identification have a significant positive effect on ego-relevance brand attachment. Social brand identification and functional brand identification have a significant positive effect on intimacy brand attachment. Secondly, all factors of brand identification have a significant positive effect on brand loyalty. Thirdly, all factors of brand attachment have a significant positive effect on brand loyalty. In conclusion, cosmetics brand companies must meet the functional needs of Chinese female consumers, at the same time meet the symbolic needs of Chinese female consumers. In this way, Chinese female consumers will be encouraged to form a long-term friendly relationship with cosmetics brands, and as a result of that the brand loyalty will be formed. Finally, it will help cosmetics brand companies to dominant market position in Chinese cosmetics market.
Key Words: Brand identification, Brand attachment, Brand loyalty, Cosmetics, Chinese female consumers


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