广告
品牌知名度
品牌管理
品牌延伸
独创性
品牌资产
品牌体验
营销
鉴定(生物学)
企业品牌
产品(数学)
业务
心理学
社会心理学
新产品开发
产品管理
数学
几何学
生物
植物
创造力
作者
Minsuk Kim,Gap Yeon Jeong
出处
期刊:Korea International Trade Research Institute
日期:2019-10-30
卷期号:15 (5): 205-225
标识
DOI:10.16980/jitc.15.5.201910.205
摘要
Purpose–This study explores how the entire brand experience, including the sensory, affective, intellectual, and behavioral aspects of Korean cosmetics brand shops influence brand love involving passion, intimacy, and commitment, which are three factors consisting Sternberg’s (1986) triangular theory of love. Design/methodology/approach–This study collected data by conducting a survey of 557 consumers who have experience using cosmetic brand shops to examine the relationship between variables (i.e. Brand Experience, Brand Identification, Brand Love, Brand Trust, Brand Satisfaction). Findings–According to the analysis, in the relationship between brand experience and brand love for cosmetics brand shops, brand experience influenced brand satisfaction and trust. It was confirmed that brand satisfaction influenced trust, but not brand identification or brand love. On the other hand, brand trust is found to influence brand identification and brand love. Brand identification is found to have positive influence on brand love. Research implications or Originality–The results of this study can be seen to further develop previous studies related to brand experience and brand love. This study also suggests the necessity of various marketing strategies for cosmetic companies to make their brand shops loved by consumers.
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