Asian J Beauty Cosmetol. 2015; 13(2): 167-177.
An Effect of the Preference of the Cosmetics Advertisement Model on Brand Assets and Purchase Intention -Focusing on Consumption Type
ABSTRACT
This study aims to examine the effect of the preference of the advertising model on advertisement attitudes, brand attitudes, brand awareness, brand loyalty, and purchase intention to find the differences of routes and effect according to moderating variables (waste-type, thrift-type) in the customer types. The summarizations of the study results are as follows: First, the preference of the advertisement model had a significant and positive effect on advertisement attitudes, brand attitudes, and brand awareness. Second, advertisement attitudes had a positive effect on purchase intention, which is significant, but it had no significant effect on brand attitudes. Third, brand attitudes had a positive effect on brand loyalty and purchase intention which is significant. Fourth, brand awareness had a significant and positive effect on brand loyalty and purchase intention. Fifth, the preference of the advertisement model had no significant effect on brand loyalty and purchase intention. Sixth, the results of analyzing the customer types into the waste-type and the thrifttype which were responded to the questionnaire papers of this study demonstrate that there would be no significant difference in the moderating effect of each variable. This study reveals that the preference of the advertisement model had a direct effect on advertisement attitudes, brand attitudes, and brand awareness, but did not direct effect on brand loyalty and purchase intention. Therefore, in terms of the customer preference of the advertisement model, when customers perceive advertisement attitudes, brand attitudes, and brand awareness highly, it is seen that this leads to the substantial purchase. Advertisement attitudes had no significant effect on brand loyalty, but had a significant effect on purchase intention. Therefore, it is revealed that favorable attitudes to the advertisement can be connected to the simple purchase, but did not have an effect on brand loyalty. Meanwhile, brand attitudes had a significant effect on brand loyalty and purchase intention. This demonstrates that costumer’s feeling towards brand would enhance brand loyalty, leading to purchase. The study results indicate that to enhance the favorable advertisement, brand attitudes, and brand awareness instead of inducing purchase behavior only with the preference of a certain model in using the advertisement model in cosmetics, is liable to be connected to the direct purchase. Therefore, if brand loyalty and purchase intention are drawn by establishing brand assets such as brand attitudes and brand awareness, it would be more effective than marketing techniques, using popular stars.
Keywords :
Advertising model, Advertisement attitudes, Brand attitudes, Brand awareness, Brand loyalty
