• 한국콘텐츠학회논문지
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• 제20권12호
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• pp.519-528
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• 2020

본 연구는 미용업체에 대한 브랜드 신뢰가 소비자 충성행동으로 이어지는 관계에 관한 연구로 브랜드신뢰의 중요성을 알아보고 브랜드 인지정도의 조절효과를 검증하였다. 설문대상은 헤어미용서비스 이용경험이 있는 소비자이며, 2019년 12월 15일부터 2019년 12월 30일까지 자기기입식 설문을 진행하였다. 총 288부의 응답데이터가 분석에 사용되었으며, SPSS 21.0 통계패키지프로그램을 활용하였다. 헤어숍 브랜드 신뢰는 전문성, 호의성, 정직성으로 구분하였으며, 분석결과 전문성은 경제적 충성행동에 유의한 영향을 미치고, 정직성은 경제적 충성행동과 사회적 충성행동에 유의한 영향관계를 보였다. 호의성은 영향관계가 나타나지 않았다. 브랜드 인지정도의 조절효과를 검증해 본 결과 전문성과 정직성은 사회적 충성행동 간의 영향관계에서 조절작용을 하는 것으로 나타났다. 본 연구는 빠르게 변화하는 경쟁 환경 속에서 헤어숍의 브랜드 신뢰와 고객의 관계를 안정적으로 구축하기 위한 효과적인 방향을 제시하고자 한다.

• 한국의류학회지
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• 제38권4호
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• pp.495-505
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• 2014

This study investigated the type of fashion brand concepts and derived the components of fashion brand concepts. A total of 125 brand concept texts of women's wear brands were collected from "2012/2013 Korea Fashion Brand Annual" (S. M. Kim, 2012). A qualitative research method was employed. To investigate the types of fashion brand concepts, the texts were classified into three types such as functional, symbolic, and experiential concepts, and four complex types such as functional/symbolic, functional/experiential, symbolic/experiential, and functional/symbolic/experiential concepts. Open coding and axial coding provided the components of fashion brand concepts. The results were as follows. First, an investigation of the types of fashion brand concepts indicated differences in the types of fashion brand concepts and the types of general product brand concepts. One content of a fashion brand concept could be interpreted as more than two concept types; consequently, many fashion brand concepts did not fit the notion of the types of general product brand concept. Most fashion brand concepts simultaneously encompassed more than two types of brand concepts at once. Second, the components of fashion brand concepts consisted of 55 subjects, 7 sub-categories (physical/intrinsic product characteristics, symbolic/conceptual product characteristics, target demographics, target consumer behavior, brand capability, brand values, and brand management/marketing) and 3 categories (product, target consumer, and brand).

• 대한화장품학회지
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• 제32권4호
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• pp.269-282
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• 2006

본 논문은 국내화장품 산업의 현황과 문제점을 살펴보고, 국내에 진출한 수입화장품의 마케팅전략을 마케팅 믹스전략의 구성요소인 4P를 중심으로 분석하고, 그에 따른 소비자 구매행동에 미치는 영향에 대해 알아봄으로써 21세기 국내 경제를 이끌어갈 산업의 하나로 발전하기 위한 방향과 전략을 연구 분석하였다 연구의 결과는 다음과 같이 요약할 수 있다. 국내화장품 산업의 현황과 문제점을 살펴본 결과 화장품 산업은 전형적인 브랜드 산업으로 국내화장품은 브랜드력의 부족이 문제점으로 대두되고 있었다. 마케팅의 구성요소인 4P를 중심으로 국내 진출한 수입화장품의 마케팅전략에 관한 분석은 국내화장품 기술개발 수준이 선진국 대열에 진출할 만큼 발전함에 파라 소비자의 요구를 살펴보면 점차 다양한 심층화가 진행됨을 알 수 있었다. 즉 브랜드는 제품에 대한 수많은 정보 속에서 유일하게 신뢰할 수 있는 판단 기준이 되는 만큼 소비자의 요구 변화를 인지한 브랜드 마케팅 수립과 브랜드 마케팅전략을 효과적으로 전개할 수 있는 다양한 유통망 형성이 시급함을 알 수 있었다.

• 한국패션뷰티학회지
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• 제4권1호
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• pp.4-11
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• 2006

Masstige goods aimed consumers who want the fame and the emotional contents with reasonable price are presented overall and around the life style, from all the fashion items like bag and apparel to car, electric household, food, sports goods, furniture, toys, pets and performance of art, etc. Masstige casual, essentially different from the passed casuals which emphasized only price strategy, appeals to teenagers and young of twenties with a definite brand concept. Therefore masstige casual might be separated from business casual of a target aged thirties. Established celebrity brands have launched masstige brands matching the popularization of prestige goods. Armani Exchange from Armani, Marc by Marc Jacobs from Louis Vuitton are representative ones. DKNY from Donna Karen, MiuMiu from Prada, Paul smith Pink from Paul Smith can be added. These are relatively inexpensive, however the quality, design and shop's atmosphere are more exclusive than general brands. Consumers are over middle class and have a pride and fidelity to those brands. Leading Masstige trend, new luxury brands put the importance to the quality and aims middle class. To succeed in this field, companies should know exactly what consumers want, considering not only functional aspect but also emotional pleasure. Even though masstige has a weakness in pricing, it has to keep brand's proper benefit. Its price range could be wide to be in great demand but has to have elasticity and not to be expanded too much. Masstige industry should do its best not to damage original brand's identity. Forming family brand, like Armani made Georgic Armani, Emporio Armani and Armani exchange, system of parent brand and sub brands would be recommendable. From the launching time, masstige needs the effects to create a sensation and bring it into vogue and offer emotional value to the consumers.

• 복식문화연구
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• 제26권1호
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• pp.56-72
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• 2018

In recent years, there has been increasing interest in the senior people in our aging society. This paper will give an account of the current cases of senior shift. The first section of this paper will examine a conceptual approach based on a literature review and analyze case studies of senior shifts by national fashion and beauty brands. It will be helpful for the 'New Senior' consumer group, which in emerging in an aging society. The research methods applied were a literature review and a case study, and a database search was conducted to determine the current situation of global brands. The results of the literature review showed that seniors can be classified into four types based on their physical aging condition and emotional tendency: Prime Senior, Smart Senior, Rational Senior, and Slump Senior. The first thing that needs to be said is that the Prime Senior type is found commonly in as a way to appoint a senior model in order to switch brand image. Cases of the Smart Senior type appeared only in the beauty field, which attempted multilateral approaches such as launching products exclusively for seniors and offering make-up services after improving the usability and functionality in response to senior consumers'needs. However, as no cases of senior shift were found for the Rational Senior and Slump Senior types in either the fashion or beauty field, future studies should explore the market approaches used in those categories.

• 한국의류학회지
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• 제37권7호
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• pp.882-893
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• 2013

This study provides an efficient marketing strategy for the cosmetic market by analyzing the effect of consumer desire on buying motive, brand satisfaction, brand attachment, and brand loyalty. The research conducted a survey using convenience sampling for adult women (from 20 years to 60 years) who purchased cosmetic items within 6 months. A total of 463 samples were used for the final analysis. Data analysis consisted of descriptive statistics, Cronbach's alpha, a confirmatory factor analysis, and a structural equation modeling analysis. Customer cosmetic consumption need had six factors: exhibition need, safety need, need to look younger and to pursue beauty, need to go along with others, eco-friendly need, and pleasure need. The buying motive had four factors: others-oriented motive, motive to keep skin healthy, economic motive, and motive to change products. The causality model showed that customer consumption need influenced buying motive, brand satisfaction, brand attachment, and brand loyalty. There were also significant effects on buying motive for brand satisfaction, brand attachment, and brand loyalty. In addition, there were indirect effects on the relationship between customer consumption need and brand loyalty. The pursuit for pleasure had a significant indirect effect on brand loyalty.

• 한국응용과학기술학회지
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• 제40권4호
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• pp.825-842
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• 2023

본 연구는 SNS 계정으로 화장품 브랜드를 구독하고 있는 10대에서 50대 남녀의 지각된 연령을 기준으로 소비자-브랜드 상호작용과 관계가 구매동기와 만족도에 미치는 영향력을 분석하기 위해 설문 조사를 하였다. 수집된 자료의 통계처리는 SPSS 21.0로 빈도분석, 요인분석, 신뢰도분석, 회귀분석, 다중회귀분석을 하였다. 조사대상자들의 지각된 연령을 타인이 지각한 연령과 스스로 지각한 연령의 차이에 따라 '지각된 저집단', '지각된 중집단', '지각된 고집단'으로 분류하였다. 세 집단은 소비자-브랜드 상호작용과 소비자-브랜드 관계는 구매동기와 유의미한 정의 관계가 나타났고, 소비자-브랜드 관계는 구매동기 중에서도 '매력적'을 설명하는 주요 변수로 나타났다. 세 집단은 소비자-브랜드 상호작용과 소비자-브랜드 관계는 만족도와 유의미한 정의 관계가 나타났고, 소비자-브랜드 관계는 만족도를 설명하는 주요 변수로 나타났다. 그러므로, 본 연구의 결론은 지각된 연령집단별, 소비자-브랜드 상호작용과 소비자-브랜드 관계가 구매동기와 만족도에 정적 영향을 미치는 것으로 나타났다. 특히, 소비자-브랜드 관계는 화장품 구매동기와 만족도에 주요한 변수가 된다는 것을 알 수 있었다. 본 연구는 SNS에서 지각된 연령이 화장품 브랜드 마케팅에 미치는 영향력을 실증적으로 분석함에 따라, 화장품 판매전략을 수립할 수 있는 실무적 시사점 및 마케팅에 활용될 수 있는 기초자료가 될 것으로 사료된다.

• 복식문화연구
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• 제16권6호
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• pp.1099-1110
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• 2008

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.

• 패션비즈니스
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• 제8권3호
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• pp.70-83
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• 2004

The female image has been changed incessantly with age and has been eminently represented in cosmetic advertisement. The female images are changed from the classical images to the active and professional images with the historical current of cyber, digital, and fusion. These changes in the expression of female image are largely due to the spread of post-modernism, feminism, de-construction (Kim, 1994), digital information revolution, and increase of income. The female images in cosmetic advertisement have been expressed very variously with fashion, marketing target, and characteristics of articles. (Im, 1997) The cosmetic advertisements of pure and graceful images were popular in the past. But nowadays individual image, womanly image, and unchanged beautiful image are in vogue. Individual image is very popular in young generation with very short fashion period. Active career woman image represents passion and beauty with extension of women' social roles. Unchanged beautiful image in modern industrial pollution stands for the desire of keeping the beauty in youth. Brand is very important factor to consumers in purchasing. Brand is no larger the simple concept in the past, and accepted as reflection of the image, social status, service, and life-style(Lee, 1998) consumers are very favorable to foreign cosmetics with the increase of overseas travels and import. This phenomenon is considered as very natural, especially in young generation. To create a successful brand image, the harmony of quality, psychological preference, advertisement, and reasonable price are required. According to the questionnaire research implemented by the subject of college women students in five universities in Seoul, the majority of college women students purchase domestic cosmetic brands in cosmetic specialty stores and depend on the tips of acquaintances. Quality, skin-trouble, and brand are considered as special regards for purchasing. Especially, internet shopping in purchasing marks high growth rate and preference for foreign cosmetics is very ardent. It can be expected that the 21st century is the epoch of various small production different from the mass-production in the 20th century. Female image will be probably expressed with individual, emotional, and professional image in the media of digital, fusion, cyber, and technology culture. It can be said that the tendency of cosmetic purchasing in the future will be more focused on brand image and life style.

• 한국전자통신학회논문지
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• 제8권2호
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• pp.241-248
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• 2013

뷰티산업의 발전으로 인해 미용업계도 대형화, 전문화, 프랜차이즈화 되고 있는 시점에서 미용업에 대해서 매출액을 결정짓는 요인들을 AHP를 통해 분석하였고 분석한 결과 프랜차이즈 미용업의 경영성과 결정요인인(입지조건,매장시설,프랜차이즈브랜드,인적구성,가격수준)에서 상위계층에서 인적구성(0.313)과 하위계층에서 연계시설(0.326)을 실증분석을 통해 확인할 수 있었으며 종합적으로 입지조건, 인적구성, 프랜차이즈브랜드 순으로 나타났다. 이러한 연구결과는 향후 프랜차이즈 본사에서 점포개발을 함에 있어서 실무적으로 도움이 될 것으로 판단이 되며 다른 업종에서도 동일한 연구방법으로 실증연구가 가능하다고 판단된다.