Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
권호 표지
DOI QR코드

DOI QR Code

The Influence of Emotional Marketing on Brand Awareness and Relationship Continuity in Aesthetic Salons in China

중국 에스테틱샵의 감성마케팅이 브랜드 인지도 및 관계지속성에 미치는 영향

  • 뤼신팅 (호남대학교 뷰티미용학과) ;
  • 나윤영 (호남대학교 뷰티미용학과)
  • Received : 2023.08.30
  • Accepted : 2023.10.13
  • Published : 2023.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study aimed to unveil the causality between the emotional marketing of aesthetic salons and brand awareness/relationship continuity in Chinese female consumers. For data collection, a self-administered questionnaire survey was conducted among adult women in their 20s or older in Liaoning Province, China, from February 2 to 18, 2023, using WeChat. From a total of 431distributed questionnaires, 393 copies were collected. Then, 369 copies, excluding 24 poorly answered ones, were used for the final analysis. The collected data were analyzed using SPSS 25.0 and the summary of the results of the study is as follows. First, in emotional marketing, sight, smell, hearing, and taste had a positive(+) influence on both cognitive and affective experiences. Second, in emotional marketing, sight, smell, and taste displayed a positive(+) effect on relationship continuity. Third, in brand awareness, both cognitive and affective experiences showed a positive(+) effect on relationship continuity. Collectively, this means that the higher the cognitive and emotional marketing of brand awareness, the higher the relationship continuity persistence. This study confirmed the causality among the emotional marketing of aesthetic salons, brand awareness, and relationship continuity; sight and taste were key factors that influenced brand awareness and relationship continuity. In addition, hearing and smell were important, influencing the relationships among variables.

Keywords

References

  1. 'Awareness survey on skin care and home beauty'. (2022, June 24). Embrain Trend Monitor. Retrieved July 21, 2023, http://www.cncnews.co.kr/news/article.html?no=7083
  2. 'China's sensitive skin cosmetics market trend'. (2021, August 26). Korea Qingdao Trade Cente. Retrieved May 20, 2023, https://www.cosmorning.com/mobile/article.html?no=40896#_enliple
  3. 'Chinese beauty market trend in the first half of 2020'. (2020, August 14). Cosin. Retrieved May 20, 2023, https://www.cmn.co.kr/mobile/sub_view.asp?news_idx=33718
  4. Chung, H. J. (2014). Awareness of emotional marketing among small-size skin care salon managers. Journal of the Korean Society of Esthetics & Cosmeceutics, 9(4), 261-267.
  5. Gil, S. M. (2019). The effects of esthetic salon's servicescape on perceived valuesand pelational continuity [Master's thesis, Honam University]. dCollection. http://www.dcollection.net/handler/honam/200000220366
  6. Heo, E. J. (2015). The effects of relational benefits on customer satisfaction, trust and relational continuance intention - Focusing on customer personality in the market of cosmetic medicine [Master's thesis, Gyeongsang National University]. Riss. http://www.riss.kr/link?id=T13853332
  7. Jang, S. A. (2021). The influence of korean cosmetics origin image on brand image, brand awareness, and purchase intention - Focusing on the moderating variables of ethnocentrism [Master's thesis, Changwon University]. dCollection. http://www.dcollection.net/handler/changwon/000000016063
  8. Kalwani, M. U., & Narayanda, N. (1995). Long-term manufacturer supplierrelation ships - Do they pay off for supplier firms. Journal of Marketing, 59(1), 1-16. doi:10.1177/002224299505900101
  9. Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. doi:10.1177/002224299305700101
  10. Kim, J. G. (2018). A study on the influence of travel product selection attributes on relationship persistence by lifestyle. International Journal of Tourism and Hospitality Research, 32(8), 21-36, doi:10.21298/IJTHR.2018.08.32.8.21
  11. Kim, S. M. (2008). Study on the development of the musical performance audience through emotional marketing - Focusing on movical form in domestic musical market [Master's thesis, Dankook University]. Riss. http://www.riss.kr/link?id=T11397192
  12. Kim, S. Y. (2021). The effect of viral marketing on corporate image, consumption behavior, brand awareness and revisit intention in restaurant franchises company [Master's thesis, Kwan-dong University]. dCollection. http://www.dcollection.net/handler/cku/200000360651
  13. Kim, Y. S. (2015). Emotional marketing in coffee shop on brand awareness and purchase intention [Master's thesis, Kyonggi University]. Riss. http://www.riss.kr/link?id=T15863767
  14. Kim, Y. K. (2012).Influence of consumer participation-based UCC on brand recognition and purchase intention - Comparison of travel products company focused advertising production [Master's thesis, Hong-ik University]. dCollection. http://www.dcollection.net/handler/hongik/000000013847
  15. Ku, K. U. (2018). A study on the influence of emotional marketingand SNS usage of coffee shops on brand awareness and consumer's purchase intention-research area in changwon iocation [Master's thesis, Changwon University]. dCollection. http://www.dcollection.net/handler/changwon/000000015112
  16. Kwon, T. Y. (2006).The correlation of brand recognition and trust of cybermalls [Master's thesis, Ewha Womans University]. dCollection. http://www.dcollection.net/handler/ewha/000000012909
  17. Lee, J. A. (2022). The effect of airline servicescape on customers' emotional responses and repurchase intentions (Publication No. I804:41002-000000056390) [Master's thesis, Kyonggi University]. dCollection. http://www.dcollection.net/handler/kyonggi/000000056390
  18. Lee, S. H., & Cheon, H. J. (2020). Study on relationship marketing factors that affect relationship sustainability expectations of singles. Korean Journal of Business Administration, 33(3), 553-576. doi:10.18032/kaaba.2020.33.3.553
  19. Lee, Y. C. (2020). The effect of physical servicescape and human service quality on store image and relationship intention - Focusing on ginseng chicken soup store (Publication No. I804:11042-200000288410) [Master's thesis, Sejong University]. dCollection. http://www.dcollection.net/handler/sejong/200000288410
  20. Lee, Y. M., & Shin, J. H. (2022). The effect of inline skating educational institutions servicescape on perceived value and purchase intention. Journal of Next-generation Convergence Information Services Technology, 11(6), 681-692. https://doi.org/10.29056/jncist.2022.12.10
  21. Lyu, X, T. (2023). Correlations among emotional marketing, brand awareness, and relationship continuity in aesthetic salons, China. (Publication No. I804:24014-200000691657) [Master's thesis, Honam University]. dCollection. http://www.dcollection.net/handler/honam/200000691657
  22. Mun, K. O. (2010). The emotional impact of marketing serviceon customer satisfaction - Focusing on beauty service market [Master's thesis, Hansung University]. dCollection. http://www.dcollection.net/handler/hansung/000000896208
  23. Nguyen, A. K. (2022). The influence of beauty salon selection attributes on brand attitude and relationship continuity in vietnamese consumers (Publication No. I804:24014-200000595852) [Master's thesis, Honam University]. dCollection. http://www.dcollection.net/handler/honam/200000595852
  24. Oh, J. H. (2014). Continuity of brand awareness and service quality for travel agencies [Master's thesis, Kyonggi University]. dCollection. http://www.dcollection.net/handler/kyonggi/000000030644
  25. Park, S. J. (2013). A study for the audiences develop men to the korean creative dance performance by utilization of emotional marketing - Focus on the emotional marketing effectson by didim dance company [Master's thesis, Chung-Ang University]. dCollection. http://www.dcollection.net/handler/cau/000000054770
  26. Tong, X. Q. (2018). A study on skin and whitening cosmetic product awareness, care attitude for whitening, and whitening cosmetic product purchase attitude of adult Chinese women [Master's thesis, Dongduk Women's University]. dCollection. http://www.dcollection.net/handler/dongduk/000000106905
  27. Won, Y. K. (2000) A study on the relationship marketing of esthetics services - Focusing skin care [Master's thesis, Sookmyong Women's University]. Riss. http://www.riss.kr/link?id=T10207666
  28. Yoon, A. R. (2018). The effectiveness of emotional marketing in skin care shop that influences satisfaction and loyalty of customers - Focusing on women in their 20s and 50s [Master's thesis, Honam University]. dCollection. http://www.dcollection.net/handler/honam/200000106354