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Exploring the Antecedents Affecting Attitude, Satisfaction, and Loyalty towards Korean Cosmetic Brands

  • 투고 : 2015.05.15
  • 심사 : 2015.06.14
  • 발행 : 2015.06.30

초록

Purpose - This study's purpose is to examine the effects of the country-of-origin antecedents on overall attitudes and the impact of overall attitudes on satisfaction and loyalty. Research design, data, and methodology - This study provides useful insights into international female purchasing behavior in the cosmetic industry in South Korea. This study explores the elements of country-of-origin antecedents, (cultural interest, perception of brand image, perception of fashion, perception of product quality, perception of price, and perception of advertising), on overall attitudes as well as the effect of overall attitudes on satisfaction and loyalty. Results - The results show that the effects of such antecedents are significant. Additionally, the effect of overall attitudes on satisfaction and of satisfaction on loyalty were significant. Conclusions - The findings of this study provide some important practical implications. First, with customer brand awareness growing along with products standards, considering the concepts points of parities and points of differences, the Korean cosmetic industry should try to establish brand associations with natural organic ingredients in its cosmetic items, distinguishing them from the majority of non-Korean brands.

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피인용 문헌

  1. 유통과학분야에서 탐색적 연구를 위한 요인분석 vol.13, pp.9, 2015, https://doi.org/10.15722/jds.13.9.201509.103
  2. The Effects of Purchase Intention of Oriental Medicine Cosmetics on Selection and Brand Asset Attributes vol.17, pp.1, 2015, https://doi.org/10.15722/jds.17.1.201901.73
  3. The Effects of Brand Value of Oriental Medicine Cosmetic on Purchase Intention vol.6, pp.2, 2015, https://doi.org/10.13106/jafeb.2019.vol6.no2.105
  4. Customer Purchasing Attitude towards Inter/Intra-industry Alliance Based on the Technological Level of Industries vol.17, pp.7, 2015, https://doi.org/10.15722/jds.17.7.201907.77
  5. Multinational Products for Consumer-Driven Global Sourcing Strategies vol.17, pp.8, 2015, https://doi.org/10.15722/jds.17.8.201908.5
  6. Effect of Trust in Domain-Specific Information of Safety, Brand Loyalty, and Perceived Value for Cosmetics on Purchase Intentions in Mobile E-Commerce Context vol.11, pp.22, 2015, https://doi.org/10.3390/su11226257