• Smart Media Journal
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• v.12 no.11
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• pp.165-174
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• 2023

This study sought to identify the causal relationship between variables through empirical analysis between Chinese female consumers' beauty SNS marketing, brand image, and brand attitude. Through the results of this study, it was confirmed that a causal relationship exists between each variable. In particular, it was confirmed that interactivity, a sub-factor of beauty SNS marketing, is a key factor influencing the variables of brand image and brand attitude. In addition, accessibility, a sub-factor of beauty SNS marketing, is also an important factor affecting brand image and brand attitude. It was confirmed that vitality and informativeness are important factors influencing brand image and brand attitude in that order.

• 한국벤처창업학회:학술대회논문집
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• 2019.11a
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• pp.81-85
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• 2019

뷰티산업은 2000년대 초반 이후 소득수준의 향상과 개성 표현, 웰빙 등 새로운 라이프 스타일에 부합하여 급속한 성장을 이루어 왔다. 뷰티산업은 헤어미용, 피부미용, 네일아트, 메이크업 등 서비스업과 관련된 미용기기, 용품 등 제조업을 포괄한다. K팝의 영향으로 이미용, 피부미용, 네일, 메이크업 등 K뷰티 서비스에 대한 해외 소비자들의 수요 역시 꾸준히 증가하고 있다. 이에 대응하여 뷰티 서비스 전문가를 양성하기 위한 전문 교육기관 역시 꾸준히 증가하고 있으나 교육생들의 뷰티아카데미 선택 기준에 대한 연구는 부족한 편이다. 따라서 본 연구에서는 뷰티아카데미 수강생들이 느끼는 관계효익을 심리적 효익, 사회적 효익, 경제적 효익, 고객화 효익으로 구분하여 측정하고 이러한 관계효익이 뷰티아카데미에 대한 교육생들의 브랜드 이미지와 신뢰도 형성에 어떠한 영향을 미치는지 각각 분석한 다음 뷰티 아카데미 교육생들의 추천의도에 미치는 영향을 분석하고자 한다. 이와 같은 연구를 통해 뷰터 아카데미 운영에 필요한 시사점을 도출하여 제시하고자 한다.

• Journal of the Korea Convergence Society
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• v.12 no.4
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• pp.161-169
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• 2021

'Clean beauty' attracts attention with an increasing interest in cosmetics without harmful ingredients as people wear masks in the age of COVID-19. Thus, this study selected and analyzed clean beauty cosmetic brands circulated in Korea on/offline in 2020. This study extracted 36 clean beauty brands and selected 20 suitable brands through an experts' analysis. For an analysis of clean beauty cosmetic brand communication, components: naming, logo, color, package, and website were drawn to conduct a survey. Preferred were the words they come up with when they think of nature or health for naming; wordmarks in a simple form for logo; greenish or yellowish for color; the simple form aligned center on the container body for package; and the images of plants, animals, and humans for website. To sum up the components, utilizing natural, clean, and light images harmoniously, acted as a factor for preferring the clean beauty cosmetic brands.

• Journal of Industrial Convergence
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• v.20 no.11
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• pp.185-190
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• 2022

Since COVID-19, digital transformation has been taking place in the entire industry, and Metaverse is attracting attention as an untect service. Therefore, this study aims to find out about brand experience marketing cases using metaverse targeting beauty brands. This study reviewed previous studies related to metaverse marketing and beauty brand marketing. SK-II, Christian Dior used VR technology to provide users with contents and experience of brand products, and L'Oreal, Sephora, Laneige used AR technology to provide virtual makeup applications. It's believed that this experience marketing will have a positive effect on customers' purchase intention and its importance will increase further to target Z Generation. It's expected that this study can be used as related data in the metaverse and experience marketing of beauty brands, and research on metaverse marketing should be continued in the beauty field.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.8
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• pp.1293-1305
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• 2009

Despite the attention regarding the effects of brand extension, there is limited research focused on brand extension in the beauty industry. This study discusses whether the similarity of extensional types and brand fit has any effect on the brand attitude toward beauty brand extension. This study examines the changes in the brand attitude and finds the effect of the similarity of extensional types and brand fits on brand attitude toward beauty brand extension. In the experiment, 4 description type factorial designs were performed. A total of 114 females participated in the experiment that had an experience of visiting a beauty salon. The results are as follows. First, the similarity of an extensional product-type has a positive effect on attitude toward parent beauty brand, while the similarity of extensional service-type does not. Second, there are significant independent and interaction effects between similarity and brand fit, which reveal differential influences on attitudes toward an extended beauty brand. Attitudes toward parent and extended beauty brands were affected by the similarity of extensional types and brand fit.

• Journal of the Korea Convergence Society
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• v.8 no.7
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• pp.315-321
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• 2017

Ice cream color is delivered brand stories to consumer through visual sense stimulation. Today's consumption patterns reflect not just five-senses(look, taste, hear, touch, smell) satisfaction but also the consumption of satisfaction through brand value. these marketing of utilized color is using in beauty design area also. therefore these a study is consisting the theoretical and empirical research, that's for implemented of storytelling the beauty design. on this base contemplation 'B' brand ice cream's color and brand story through the theoretical research, and express the derived design on nails by the empirical research. As a result, a study is implied fusion of ice cream color and nail art design, that believed to serve as a basic source of beauty design and color imagnation that reflect the color of specific brand.

• Journal of the Korean Applied Science and Technology
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• v.40 no.2
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• pp.210-222
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• 2023

This study conducted a comparative study using Korean and Chinese consumer data to confirm the impact of K-beauty brand's CSR motivation on CSR authenticity and brand trust, and the effect of CSR authenticity and brand trust on brand support. Of the collected data, 392 copies were used for verification and analyzed using a two-step approach and maximum likelihood measure. As a result of the study, it was found that value-driven, stakeholder-driven, and strategic motivations, excluding egoistic motivations, had a positive effect on CSR authenticity and brand trust. In addition, CSR authenticity had a positive effect on brand trust, which was found to support the brand. As a result of comparing Korean and Chinese consumers, it was found that CSR motives in both countries affect authenticity and brand trust, but Chinese consumers showed higher results in more areas than Korean consumers. These results show that K-beauty brands in order to expand the Chinese market, it has implications that it is necessary to understand Chinese consumers and strengthen the CSR motivation strategy they pursue.

• 한국패션뷰티학회:학술대회논문집
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• 2005.11a
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• pp.45-46
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• 2005

• Journal of Digital Convergence
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• v.18 no.5
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• pp.221-232
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• 2020

This study analyzed the effect of relational benefits that students of Makeup Beauty Academy perceive about Beauty Academy on brand image, trust and recommendation intention. The survey was conducted on students from five Beauty Academies in Seoul, Incheon and Gyeonggi Province. The analysis was done using SmartPLS 2.0, which enables simultaneous measurement of causal relationships, mutual influence and structural models among potential variables. According to the analysis, social benefits, economic benefits, and customization benefits, excluding psychological benefits, have a significant impact on the brand image. Psychological and economic benefits were found to have no significant impact on trust. Both brand image and trust were found to have a significant impact on the recommendation intention. Based on the results of the analysis, the implications necessary for the formation of customer relationships between the makeup-specialized Beauty Academy and the students were presented.

• 한국패션뷰티학회:학술대회논문집
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• 2006.11a
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• pp.27-28
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• 2006