Korean Journal of Human Ecology (한국생활과학회지)

Korean Association of Human Ecology (한국생활과학회)
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The Effects of Price Perception and Product Attributes on Brand Loyalty and Repurchase Intention - Comparisons between High Priced and Low Priced Cosmetic Brands -

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

  • Bae, EunJung (Dept. of Clothing & Textiles, Gyeongsang National University) ;
  • Sung, Heewon (Dept. of Clothing & Textiles, Gyeongsang National University)
  • Received : 2014.02.21
  • Accepted : 2014.02.04
  • Published : 2014.04.30
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Abstract

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 consumers in 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, with respect to repurchase intention, all of three cosmetic attributes, P-Q/prestige, and sales proneness were significant for high-priced, while experiential attribute, personal attribute, and P-Q/prestige were significant for low-priced. Personal attribute contributed the most to high-priced brand loyalty and repurchase intention, whereas experiential attribute to low-priced. The findings of this study would be helpful to understand the purchase of high and low priced cosmetic brands. The managerial implications for cosmetic brand marketers were provided.

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