Earticle

초록

영어

The purpose of this study is to investigate the relationship among the perceptions of consumer value orientation (health pursuit, environment consciousness, and beauty pursuit), brand value, brand trust, brand affect, and brand loyalty towards middle-low priced cosmetics. Structural equation model (SEM) was employed to assess the measurement model and path model with 233 questionnaires collected from university students in Gyeongnam province. The analysis results indicated that health pursuit, environment consciousness, and beauty pursuit of consumer value orientation have positive influences on brand value. Brand value has positive influences on brand trust and brand affect. Brand trust and brand affect are also positively associated brand loyalty. Interestingly, beauty pursuit is a very influential factor for brand value compared to health pursuit and environment consciousness. This implies that even middle-low cosmetics should focus on enhancing beauty. In addition, brand loyalty is more influenced by brand affect. Thus, the managers should make efforts to build strong brand loyalty through developing and maintaining consumer value orientation of a middle-low priced cosmetic in digital age.

목차

Abstract
 서론
 연구방법
 실증분석
 결론

저자

• 남찬열 [ 경상대학교 대학원 경영학과 박사수료 ] 제1저자
• 신재익 [ 경남과학기술대학교 상경대학 전자상거래학과 교수 ] 공동저자
• 정기한 [ 경상대학교 경영대학 경영학과 교수 ] 교신저자

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