코스메슈티컬 화장품의 인지적·감성적 경험이 브랜드 충성도에 미치는 영향
Cognitive and Emotional Experiences of Cosmeceuticals: Effects on Brand Loyalty
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Cosmeceutical Cosmetics market by conducting a study to better understand the potential impact of cognitive and emotional factors—attributes that are directly experienced and felt by the brand—on brand loyalty. Research has shown significant differences in cognitive experience and brand loyalty depending on general characteristics. Emotional experience has been shown to have a greater impact on brand loyalty than cognitive experience. Therefore, there is a need for e-marketing strategies to recognize both cognitive and emotional experiences for Cosmeceutical cosmetics. In particular, for emotional experience, it is necessary to induce special sensibility through the color of cosmetics containers or develop novel containers with other appealing atributes. In addition, it is necessary to study and appropriately adapt marketing strategies (eg, design of stores including interior and rest areas) through colorsensitive collaboration, and building storytelling images that can stimulate customer sentiments.
Abstract
Cosmeceutical Cosmetics market by conducting a study to better understand the potential impact of cognitive and emotional factors—attributes that are directly experienced and felt by the brand—on brand loyalty. Research has shown significant differences in cognitive experience and brand loyalty depending on general characteristics. Emotional experience has been shown to have a greater impact on brand loyalty than cognitive experience. Therefore, there is a need for e-marketing strategies to recognize both cognitive and emotional experiences for Cosmeceutical cosmetics. In particular, for emotional experience, it is necessary to induce special sensibility through the color of cosmetics containers or develop novel containers with other appealing atributes. In addition, it is necessary to study and appropriately adapt marketing strategies (eg, design of stores including interior and rest areas) through colorsensitive collaboration, and building storytelling images that can stimulate customer sentiments.
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