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미용실의 브랜드 개성, 동일시, 태도가 브랜드 충성도에 미치는 영향
고순금(Sun-Guem Ko),강은지(Eun-Jee Kang),고경숙(Kyung-Sook Ko) 한국인체미용예술학회 2015 한국인체미용예술학회지 Vol.16 No.4
Brands can strengthen their property value depending on market directions in a competitive society. The brand property values vary depending on brand personality, identification and attitude. This paper was based on the estimation that those factors will help to enhance the brand property values by having positive impacts on brand loyalty. In the beauty industry, consumers' personalities or subjectivity play significant roles in the selection of brands. Thus, to properly establish a foundation for the beauty industry and marketing directions, it is necessary to investigate beauty shop brands. Accordingly, this paper executed a survey to identify the mpact of brand personality, identification, attitude and loyalty of franchise beauty shops on each other. In accordance with the analysis, brand personality, identification and attitude had a positive impact on brand loyalty. Furthermoe, brand personality had significant impact on brand identification, attitude, and finally on brand loyalty. Thus, brand loyalty and property value can be enhanced by securing and strengthening brand personality. Further study should determine approaches by which to apply the analysis results in this paper to beauty shops in various dimensions as well as franchise beauty shops.
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