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Impact of Brand Personality, Identification and Attitude of Beauty Shops on Brand Loyalty
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미용실의 브랜드 개성, 동일시, 태도가 브랜드 충성도에 미치는 영향

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Type
Academic journal
Author
Journal
Journal of the Korean Society of Beauty and Art 한국인체미용예술학회지 한국인체미용예술학회지 제16권 제4호 KCI Accredited Journals
Published
2015.1
Pages
45 - 57 (13page)

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Impact of Brand Personality, Identification and Attitude of Beauty Shops on Brand Loyalty
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Brands can strengthen their property value depending on market directions in a competitive society. The brand property values vary depending on brand personality, identification and attitude. This paper was based on the estimation that those factors will help to enhance the brand property values by having positive impacts on brand loyalty. In the beauty industry, consumers’ personalities or subjectivity play significant roles in the selection of brands. Thus, to properly establish a foundation for the beauty industry and marketing directions, it is necessary to investigate beauty shop brands. Accordingly, this paper executed a survey to identify the impact of brand personality, identification, attitude and loyalty of franchise beauty shops on each other. In accordance with the analysis, brand personality, identification and attitude had a positive impact on brand loyalty. Furthermore, brand personality had significant impact on brand identification, attitude, and finally on brand loyalty. Thus, brand loyalty and property value can be enhanced by securing and strengthening brand personality. Further study should determine approaches by which to apply the analysis results in this paper to beauty shops in various dimensions as well as franchise beauty shops.
#Brand Attitude #브랜드 태도) #Brand Identification #브랜드 동일시) #Brand Loyalty #브랜드 충성도) #Brand Personality #브랜드 개성)

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References (23)

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Aaker J. / 1997 / Dimensions of Brand Personality / Journal of Marketing Research 34 : 352 ~ 354 google schola Graffer T. R. / 1996 / Using Promotional Message to Manago the Effects Brand and Self-Image on Brand Evaluation / Journal of Consumer Marketing 13 (3) : 4 ~ 18 google schola Keller, Kevin Liane / 1993 / Conceptualizing Measuring, and Managing Customer-Based Equity / Journal of Marketing 57 (2) : 1 ~ 22 google schola Long, M. M / 2000 / Consumption Values and Relationships : Segmenting the Market for Frequency Programs / Consumer Marketing 1 (3) : 214 ~ 232 google schola Siguaw, J. A. / 1999 / The Brand-personality Scale / Carnell Hotel and Restaurant Administration Quarterly : 40 ~ google schola

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