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http://dx.doi.org/10.14400/JDC.2020.18.5.221

A Study on The Influence of Relational Benefits on Brand Image and Trust of Trainees in Make-up Beauty Academy  

Kim, Hee-Su (Graduate School of Chung-Ang University)
Han, Soo-Jin (Seoultech Start-up Support Foundation)
Publication Information
Journal of Digital Convergence / v.18, no.5, 2020 , pp. 221-232 More about this Journal
Abstract
This study analyzed the effect of relational benefits that students of Makeup Beauty Academy perceive about Beauty Academy on brand image, trust and recommendation intention. The survey was conducted on students from five Beauty Academies in Seoul, Incheon and Gyeonggi Province. The analysis was done using SmartPLS 2.0, which enables simultaneous measurement of causal relationships, mutual influence and structural models among potential variables. According to the analysis, social benefits, economic benefits, and customization benefits, excluding psychological benefits, have a significant impact on the brand image. Psychological and economic benefits were found to have no significant impact on trust. Both brand image and trust were found to have a significant impact on the recommendation intention. Based on the results of the analysis, the implications necessary for the formation of customer relationships between the makeup-specialized Beauty Academy and the students were presented.
Keywords
social benefits; economic benefits; customized benefits; psychological benefits; trust; brand image;
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