輸入色調化粧品商標이미지 屬性에 따른 포지셔닝에 觀한 硏究 -流行關與를 中心으로 -

Abstract

The main purpose of this study was to investigate the difference of perceptional degree of importedmake-up cosmetics brand and importance of brand image attributes, and the evaluation of brand imageattributes of imported make-up cosmetics according to fashion involvement and to provide positioningthe imported make-up cosmetics brands according to brand image attributes.Survey was conducted to 301 people from age 20 to 30 year female woman who is leaving in Seouland Kyunggee· Inchon using convenience editing. Material analyzing was done using t-test, factoranalysis, cluster analysis, multidimensional scaling.The results were as follows.1. The perceptional degree of brand and the importance brand image attributes showed significantdifference according to fashion involvement. 2. The evaluation of brand image attributes of importedmake-up cosmetics were different between high involvement group and low involvement group. 3. As aresult of multidimensional scaling, the imported make-up cosmetics brands were positioned differentaccording to brand image attributes between high involvement group and low involvement group.