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- 저자 : 이택성 ( Teak Sung Lee ) (검색결과 1 건)
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보문 : 화장품 브랜드 이미지가 소비자 가치와 브랜드 신뢰, 고객몰입에 미치는 영향
이택성 ( Teak Sung Lee ),윤찬주 ( Chan Ju Yun ),신영식 ( Young Seek Sheen ) 대한미용학회(구 대한미용과학회) 2015 대한미용학회지 Vol.11 No.3
This empirical study aimed to examine the impact of cosmetics brand image on consumers’ value perception, trust, and customer commitment. We asked consumers in Seoul and in Gyeonggi-do and Busan areas who were interested in cosmetics brands to fill a questionnaire; 270 questionnaire copies were distributed, of which 258 were returned and analyzed. The findings of this study are as follows. First, to strengthen the brand identity image, value perception, and consumers’ trust and positive relationship, it appears that one can get value from consumers’ perception and confidence. Second, a significant positive relationship was revealed between the consumer and brand trust, and value perception. Thus, high relative value in comparison with other brands, the brand, the brand trust (honesty, quality, and continuous quality improvement) is an important component that was previously unknown. Third, consumers’ value perception and brand trust, and customer commitment showed a significant positive influence. In other words, consumers’ drive, interest and affection for the brand, brand loyalty, and consumers’ value perception and pride on the particular brand are important factors. Cosmetics brand image in a positive and visible Improving research results through enterprise by increasing the value of the brand for consumers, improve confidence, and a positive effect on the commitment of the customers about the brand affects the end consumer of the purchase of also by stimulating the link leading to the purchase of the product is formed, it has been proven that. These positive responses to the leading cosmetics brand image can provide important information on marketing strategies to facilitate the purchase by consumers.
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