외국산 색조화장품의 광고표현형식에 따른 상표 및 광고 이미지의 지각 차이 분석

• 영문명: A Study on the Perception Difference Analysis of Brand Image and Advertisement Image of According to the Advertisement Expression Forms of Imported Make-up Cosmetics
• 발행기관: 한국마케팅과학회
• 저자명: 이지영(Lee Ji Young) 김용숙(Yong Sook Kim)
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』2004 추계학술대회 발표 논문집, 701~702쪽, 전체 2쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2004.11.30

영문 초록

  The purpose of this study was to investigate the differences in recognition of brand and advertisement image according to the advertisement expression forms of imported make-up cosmetics. This study was conducted by means of a questionnaire survey of female which age from twenties to the thirties. The statistics used for data analysis were frequency distribution, percentage, mean, factor analysis, and paired t-test by the SPSS program. The results of this study were as follows. The brand and advertisement image of imported make-up cosmetics were classified Into seven factors. : Of good quality, high-toned, modem, chic, unique, familiar, stimulative brand and advertisement image. The brand image and advertisement image recognition didn"t correspond in general except Maybelline.

키워드

Make-up Cosmetics Advertisement expression forms Brand Image Advertisement Image