중국 에스테틱샵의 감성마케팅이 브랜드 인지도 및 관계지속성에 미치는 영향
The Influence of Emotional Marketing on Brand Awareness and Relationship Continuity in Aesthetic Salons in China
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초록
This study aimed to unveil the causality between the emotional marketing of aesthetic salons and brand aware-ness/relationship continuity in Chinese female consumers. For data collection, a self-administered questionnaire surveywas conducted among adult women in their 20s or older in Liaoning Province, China, from February 2 to 18, 2023, usingWeChat. From a total of 431distributed questionnaires, 393 copies were collected. Then, 369 copies, excluding 24 poorlyanswered ones, were used for the final analysis. The collected data were analyzed using SPSS 25.0 and the summary ofthe results of the study is as follows. First, in emotional marketing, sight, smell, hearing, and taste had a positive(+) influ-ence on both cognitive and affective experiences. Second, in emotional marketing, sight, smell, and taste displayed a pos-itive(+) effect on relationship continuity. Third, in brand awareness, both cognitive and affective experiences showed apositive(+) effect on relationship continuity. Collectively, this means that the higher the cognitive and emotional mar-keting of brand awareness, the higher the relationship continuity persistence. This study confirmed the causality amongthe emotional marketing of aesthetic salons, brand awareness, and relationship continuity; sight and taste were key factorsthat influenced brand awareness and relationship continuity. In addition, hearing and smell were important, influencing therelationships among variables.
Abstract
This study aimed to unveil the causality between the emotional marketing of aesthetic salons and brand aware-ness/relationship continuity in Chinese female consumers. For data collection, a self-administered questionnaire surveywas conducted among adult women in their 20s or older in Liaoning Province, China, from February 2 to 18, 2023, usingWeChat. From a total of 431distributed questionnaires, 393 copies were collected. Then, 369 copies, excluding 24 poorlyanswered ones, were used for the final analysis. The collected data were analyzed using SPSS 25.0 and the summary ofthe results of the study is as follows. First, in emotional marketing, sight, smell, hearing, and taste had a positive(+) influ-ence on both cognitive and affective experiences. Second, in emotional marketing, sight, smell, and taste displayed a pos-itive(+) effect on relationship continuity. Third, in brand awareness, both cognitive and affective experiences showed apositive(+) effect on relationship continuity. Collectively, this means that the higher the cognitive and emotional mar-keting of brand awareness, the higher the relationship continuity persistence. This study confirmed the causality amongthe emotional marketing of aesthetic salons, brand awareness, and relationship continuity; sight and taste were key factorsthat influenced brand awareness and relationship continuity. In addition, hearing and smell were important, influencing therelationships among variables.
참고문헌 (28)
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