An Exploratory Study of the Relationship between Cosmetic Brand Image and Loyalty as Consumer Types - Focused on Low-Priced Cosmetics -

소비자 유형별 화장품 브랜드 이미지와 충성도와의 관계에 대한 탐색적 연구 - 저가 화장품 시장을 중심으로 -

The purpose of this research was to find out types of consumers for low price cosmetics in domestic market. And on the presumption that there would be differences on impact of brand image and brand loyalty depending on types of consumers, this study started from the possibility of establishing marketing strategy from the standpoint from such difference in types of consumers. Accordingly the classified types of consumers were presented on the basis of similar research data and data published in relevant professional literature. Analysis was undertook on kinds of impact of brand image, brand satisfaction, brand sense of identity and brand attitude which were constituent elements of brand assets on brand loyalty. Analysis showed that causative relationship between constituent elements of branch assets is different depending on types of consumers. Result of this study suggests that there is a certain need for reviewing types of consumers in order to heighten level of brand loyalty in connection with strategy for low price cosmetics brand marketing in domestic market.