Study on the Influences of South Korean Cosmetics Brand Personality on Chinese Consumers’ Brand Preference
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 3
Abstract
Brand Personality Is One Of The Most Significant Strategic Factors In Brand Image Differentiation. Different From Previous Studies Which Commonly Adopt Aaker’s BPS To Measure Brand Personality, This Study Takes Chinese Consumers As The Research Subjects And Illustrates The Brand Personality Measurement Dimension Of South Korean Value Project Proposed By Kim Yugyeong (2000) To Study Chinese Consumers’ Awareness Of South Korean Cosmetics Brands. Research Results Could Be Summarized Into Four Points. At First, Chinese Consumers Have Realized The Brand Personality Of South Korean Cosmetics Brands Characterized By “Affection”, “Excitement” And “Sincerity”. Secondly, South Korean Cosmetics Brand Personality Makes An Effect On Chinese Consumers’ Selection Of Brands By The Factors Of “Sincerity” And “Affection” In The Sequential Order. Thirdly, The Research Results Of Gender Variance Indicated That Both Males And Females Suffer From Greatest Influences From The Factor Of “Sincerity”. As For Men, The Factor Which Has Second Greatest Influences Is “Excitement” While For Women, The Second Most Influential Factor Is “Affection”. Finally, According To The Research Results Concerning Age Variance, It Can Be Found That Consumers Aged Below 24 Would Be Affected By “Sincerity” And “Excitement”, Consumers Aged Between 25 And 30 Would Be Affected By “Sincerity” And Consumers Aged Above 31 Would Be Affected By “Affection” To The Greatest Extent.
Authors and Affiliations
Hanna Kim, Professor Ming Chen
Keywords
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- EP ID EP409979
- DOI 10.9790/487X-2003073745.
- Views 101
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