가격인지차원과 제품 속성이 브랜드 충성도와 재구매의도에 미치는 영향 - 고가와 저가 화장품 브랜드 비교 -

초록

This study analyzed the effects of price perception and product attributes on brand loyalty and repurchase intention,and compared the differences in high- and low-priced cosmetic brands. Data were collected from female consumersin their 20s to 40s and a total of 411 responses were used for the final analysis. Findings were as follows. First,when comparing high- and low-priced brands, personal attribute and experiential attribute among cosmetic attributes,brand loyalty, and repurchase intention of high-priced showed the higher mean scores than those of low-priced. Second,all of three cosmetic attributes and P-Q/prestige were significant for high-priced brand loyalty, while experiential attribute,personal attribute, P-Q/prestige, and price consciousness were significant for low priced brand loyalty. Third, withrespect to repurchase intention, all of three cosmetic attributes, P-Q/prestige, and sales proneness were significant forhigh-priced, while experiential attribute, personal attribute, and P-Q/prestige were significant for low-priced. Personalattribute contributed the most to high-priced brand loyalty and repurchase intention, whereas experiential attribute tolow-priced. The findings of this study would be helpful to understand the purchase of high and low priced cosmeticbrands. The managerial implications for cosmetic brand marketers were provided.

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