Effects of Perceived Face Image on Cosmetic Brand Personality

Yong Sook Kim; Hyun Hee Kim

doi:10.4028/www.scientific.net/AMR.175-176.1040

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HomeAdvanced Materials ResearchAdvanced Materials Research Vols. 175-176Effects of Perceived Face Image on Cosmetic Brand...

Effects of Perceived Face Image on Cosmetic Brand Personality

Abstract:

This document explains and demonstrates how Korean women perceive their face image and its’ effects on cosmetic brand personality. Face image was measured by the level of face satisfaction and face importance. 600 Korean women aged 20-39 were subjects of this study. 5 Korean cosmetic brands and 5 imported cosmetic brands were selected to measure cosmetic brand personality. Korean women were satisfied with their eyes, eyebrows, and lips but their satisfaction level was very low on face skin. The level of importance on facial parts was significantly higher than satisfaction level. Face image of unmarried women in 20’s with high income and pin money were higher than married women in 30’s with low income and pin money. Factors of cosmetic brand personality were consisted of aesthetics, integrity, interests, capability, and audacity. Face satisfaction of Korean women affected on aesthetics, integrity, interests, capability, and audacity of cosmetic brand personality. Face importance affected on capability of cosmetic brand personality.

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Periodical:

Advanced Materials Research (Volumes 175-176)

Pages:

1040-1044

DOI:

https://doi.org/10.4028/www.scientific.net/AMR.175-176.1040

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Online since:

January 2011

Authors:

Yong Sook Kim, Hyun Hee Kim

Keywords:

Cosmetic Brand Personality, Face Image, Face Importance, Face Satisfaction

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References

[1] H.H. Kim and Y.S. Kim: University women's face image and perception of cosmetics brand personality. Journal of Costume Culture Vol. 17-4(2007), p.640.

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[2] N.Y. Ahn: A study on inner wear purchasing behavior according to clothing attitudes of Korean consumer aged 20 – 30's. Master's Thesis Graduate School of Sookmyung Women's University.

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[3] M.H. Guthrie, H.S. Kim, and J.H. Jung: The effects of facial image and cosmetic usage on perception of brand personality, Journal of Fashion Marketing and Management Vol. 12-2(2008), p.164.

DOI: 10.1108/13612020810874863

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