국내 중저가 화장품 패키지의 디자인 특성이 브랜드 충성행동에 미치는 영향 -감성적 이미지와 기능적 이미지의 이중경로를 중심으로- = The Effect of Package Design of Domestic Low Price Cosmetic Brand on Brand Loyalty -Focusing on Dual Paths of Emotional Image and Functional Image-

다국어 초록 (Multilingual Abstract)

The purpose of this study is to identify sub-levels of package design characteristics for low and middle priced cosmetics brands and examine how the package design characteristics effect on brand loyalty behavior through functional image and emotional image. For this study, I have carried out practical research on nine low and middle priced cosmetics brands and the major discoveries from that research are as follows: firstly, the uniqueness element among package design characteristics influences on emotional image, most, while familarity element influences on functional image most; secondly, esthetic element of package design characteristics is not related to neither emotional image nor functional image, while such element directly influence on brand loyalty; and, thirdly, it is discovered that both emotional image and functional image are elements influencing on brand loyalty but the influence of functional image is far-reaching. In addition, from the study, it is found that esthetic and figurative elements of package design are very significant for low and middle priced cosmetics brands and rational perception of brand image rather than emotional perception of that is more influential on the consumer behavior. I believe that the findings of this study may provide theoretical or practical suggestions to the industries related to cosmetics and hereafter become basic data for setting out brand and product strategies for low and middle priced cosmetics brands.