Earticle

초록

영어

Through this study, the symbolic consumption tendency focusing on brand image and emotional value was remarkable and the collaboration was tried by the strategy differentiating with other brands. The concept of cosmetics brand’s emotional collaboration could be defined and characteristics could be analyzed and stereotypicalized. The st\.idies for it are insufficient and intend to reveal the characteristics of emotional collaboration of cosmetics brands which are vitalized no‘w by analyzing the examples. And, this study also intended to provide the information for emotional collaboration’s applying situation in the cosmetics brand. The results of this study can be summarized as followed. The first, emotional collaboration is the emotional marketing strategy that collaborator Csubject) and collaboratee Cobject) are share arts each other, aesthetic factor is magnified, products which have the possession value are developed, human emotion is stimulated and their purchase is drawn. The second, emotional collaboration is divided into direct collaboration that collaboratee designs container or gets involved into product’s development directly and indirect collaboration that he gets involved into the promotion -typed event. And, it was classified into 3 forms, container design participating form, product development participating form and event participating form. The third, if examining the distribution situation of collaboratees in the emotional collaboration, in the container design participation form, the distribution of artists were the highest and the product expressing artistic sense and creativity of collaboratee, artist, in the container was progressed the most collaboration with the high possession value. The event participating form which is the collaboration revealing its own artistry without getting into product directly with promotion form expressed the inspiration of product with the forms of wrapping paper’¾s design, poster, etc. All collaboratee of this form are artists and it is the collaboration whose form is performance combining the aspiration of product with the artistry of artist.
The forth, the brand image could be changed by emotional collaboration. In the original brand image, when intending to obtain the images they want, such as naturalism brand, individual image, etc. through the emotional collaboration, the emotional collaboration was progressed with collaboratee of the area.

목차

Abstract
 I. 서론
  1. 연구의 필요성 및 목적
  2. 연구의 내용
 II. 이론적 배경
  1. 콜래보레이션(Collaboration)
 III. 연구의 방법
  1. 연구의 대상 및 방법
 IV. 연구결과
  1. 슈에무라의 감성 콜래보레이션
  2. 국내외 참여 브랜드
  3. 콜래보레이션 참여유형
  4. 콜래보레이티 분포
 V. 결론 및 제언
 참고문헌

키워드

저자

• 정주영 [ Joo-Young Jung | 서경대학교 대학원 미용예술학과 ]
• 신세영 [ Sae-Young Shin | 서경대학교 미용예술학과 교수 ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  미용예술경영연구 [Journal of Beauty Art Management]

• 간기

  계간

• pISSN

  2508-2191

• eISSN

  2508-2205

• 수록기간

  2007~2019

• 십진분류

  KDC 593 DDC 646