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본 연구에서는 커뮤니케이션의 전략적 수단으로 활용되고 있는 브랜드이미지의 의인화 가능성에 대해 알아보고 소비자의 자아이미지와 주 사용 브랜드와의 이미지 일치성의 관계를 알아보았다. 주요 화장품 브랜드에 관한 요인분석을 통해 브랜드 이미지의 의인화는 가능한 것으로 나타났으며 이미지의 의인화 구성요소는 섹시형, 청순형, 활동형, 서구형, 프로형 등의 5개 요인이 나타났다. 또한 자아 이미지와 브랜드 이미지 일치성의 관계연구에서는 일치성의 높고 낮음에 상관없이 두 집단 모두 브랜드 선호도가 높게 나타났다. 상대적으로 구매의도에 있어서는 섹시형과 활동형, 서구형과는 달리, 청순형과 프로형에서는 이미지일치도가 낮은 집단이 높은 집단에 비해 상대적으로 낮은 구매의도를 보이는 것으로 나타났다.


As a study on the value of brand property which is based on consumers' emotion, it becomes the point issue of marketing, the development of positive brand-image indicates a strategic way on communication. This research refers to the cosmetic brand-image, and the congruity between brand image, and self-image. Through the factor analysis, it has been found the possibility of personifying the brand image, and also the classification of 5 different groups, that is to say; the sexy, the pure, the active, the western style and the professional. In addition, it was apparent, by the study of the congruity between one's own personal image, and the brand-image, that both groups prefer the brand image, whether or not the congruity is high. On the other hand, in as far as the purchase intention is concerned, both the pure and the pro-groups differ from the sexy, the active and the western group, since the low image congruity group had a lower purchase intention than that of the high image congruity group.


As a study on the value of brand property which is based on consumers' emotion, it becomes the point issue of marketing, the development of positive brand-image indicates a strategic way on communication. This research refers to the cosmetic brand-image, and the congruity between brand image, and self-image. Through the factor analysis, it has been found the possibility of personifying the brand image, and also the classification of 5 different groups, that is to say; the sexy, the pure, the active, the western style and the professional. In addition, it was apparent, by the study of the congruity between one's own personal image, and the brand-image, that both groups prefer the brand image, whether or not the congruity is high. On the other hand, in as far as the purchase intention is concerned, both the pure and the pro-groups differ from the sexy, the active and the western group, since the low image congruity group had a lower purchase intention than that of the high image congruity group.