저가화장품의 브랜드 이미지에 따른 만족도와 브랜드충성도에 관한 연구

• 영문명: A Study on Satisfaction and Brand Loyalty According to the Brand Image of Low Price Cosmetics
• 발행기관: 한국인체미용예술학회
• 저자명: 문혜정(Hye-Jeong Moon) 김미영(Mi-young Kim) 임희야(Hee-Ya Leem) 문덕환(Deog-Hwan Moon)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제14권 제2호, 133~151쪽, 전체 19쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2013.06.20

영문 초록

This study surveyed the level of satisfaction and brand loyalty according to the brand image of low price cosmetics. The subjects were 281 women (20∼50 years old) who used low price cosmetics in Kimhae city of Kyungsangnamdo using self-administered structured questionnaire from Feb. 1st to 10th, 2011. The collected data were analysed by the statistical package for the SPSS program (Ver. 18.0). The result is as follows. The purchasing characteristics of low price cosmetics were determined via information gathering through friends and mass media, and purchases at department stores and roadside shops. This showed that high purchasing rate was related to body/hair products, small cosmetic items, and makeup products. In the research of the effect of brand image on consumer satisfaction, the subordinate items of brand image, such as product quality and design, had a positive effect. High brand loyalty, which was typified by the repurchase of previous brand products instead of changing to another brand, was formed in the case of satisfaction in brand image, such as product quality and design, because consumer satisfaction significantly affects brand loyalty. As a result of analyzing the effect of brand image on brand loyalty, brand recognition and product design had positive effects on brand loyalty. This would indicate the need for the development of product quality and the improvement of design to advance brand image.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법

Ⅳ. 연구결과

Ⅴ. 결론

참고문헌

키워드

저가화장품 브랜드이미지 고객만족도 브랜드충성도 low price cosmetic brand image consumer satisfaction brand loyalty