The effects of manufacturing and sales companies and manufacturing companies' reputation and product types on the perceived product quality: focusing on cosmetic products

제조판매원과 제조원의 명성 및 제품유형이 지각된 품질에 미치는 영향: 화장품을 중심으로

  • Lee, Suhaeng (School of Advertising & Public Relations, The Hongik University) ;
  • Youm, Dongsup (Dept. of Advertising & Public Relations & Communication, The Mokwon University)
  • 이수행 (홍익대학교 대학원 광고홍보학과) ;
  • 염동섭 (목원대학교 광고홍보언론학과)
  • Received : 2019.10.22
  • Accepted : 2020.03.20
  • Published : 2020.03.28


This study the effects of cosmetic product manufacturing and sales companies and manufacturing companies' reputation and product types to the customers on the perceived product quality. For this study purpose, the experiments were conducted targeting 8 groups using 2 × 2 × 2 factor design. Regarding the study results, first, the manufacturing and sales companies and manufacturing companies with higher reputation showed higher perceived product quality than the companies with lower reputation. Second, the reputation of manufacturing and sales companies and manufacturing companies was identified to have interactive effects on perceived product quality. Third, manufacturing and sales companies and product types have interactive effects on perceived product quality. Finally, manufacturing companies and product types have interactive effects on perceived product quality. This study results can provide valuable information for product manufacturing for manufacturing companies and marketing strategy planning for manufacturing and sales companies.

본 연구는 화장품 제조판매원과 화장품 전문 제조원의 명성 및 제품유형이 지각된 품질에 미치는 영향에 대해 검증해 보고자 하였다. 이를 위해 2×2×2 요인설계를 이용하여 8개 집단을 대상으로 실험을 진행했다. 연구결과 첫째, 제조판매원의 명성과 제조원의 명성은 고 명성이 저 명성에 비해 지각된 품질을 보다 높게 인식하는 것으로 나타났다. 둘째, 제조판매원과 제조원의 명성은 지각된 품질에 상호작용 효과를 나타내는 것으로 확인되었다. 셋째, 제조판매원과 제품유형은 지각된 품질에 상호작용 효과를 나타내는 것으로 확인되었다. 마지막으로 제조원과 제품유형은 지각된 품질에 상호작용 효과를 나타내는 것으로 확인되었다. 이러한 결과는 화장품 업계에 있어 제조판매원의 명성 뿐 아니라 제조원의 명성 또한 매우 중요하다는 사실을 실증적으로 보여줌으로써 제조판매원과 제조원의 제품생산 및 마케팅 전략방안 모색에 매우 유용한 정보를 제공해 줄 수 있을 것으로 기대한다.



  1. Ministry of Food and Drug Safety. (2018). 2018 Food & Drug Statistical Yearbook. Chungcheongbuk-Do.
  2. Ministry of Food and Drug Safety. (2018). 2018 cosmetic manufacturers, manufacturers list. Chungcheongbuk-Do.
  3. Korea Trade Insurance Corporation. (2018). Domestic and Overseas Cosmetic Industry Trend and Trend Analysis. KSURE.
  4. J. H. Yang. (2018). Is Cosmetic ODM Crisis or Opportunity. Meritz Research Industry Brief.
  5. J. H. Park. (2017). The impact of brand awareness, manufacture, and advertisement models of cosmetics on reliability of on-line reviews and purchase intention. Kyunghee University Doctoral Thesis.
  6. K. H. Nam., J. A. An. & S. J. Han. (2012). The Effects of Make-up Artists' Brands' Characteristics and Product Demonstration on the Consumers' Response in Home Shopping: Focused on the Moderating Effects of Need for Impulsive Buying. Journal of Korea Design Forum, 37, 167-182.
  7. H. O. Jeong. (2014). Changes in the Korean Cosmetics Market with the Growth of One Brand Shop. NICE CREDIT.
  8. Futurekorea (2018.06.25). (accessed January. 20. 2019).
  9. S. J. Kim. & S. H. Jeong. (2009). Preferences of Cosmetic Products and Purchasing Psychology of Feminine Consumers: A Research based on the 'Advertising Appeal Type' and the 'Advertising Modeling Type'. Consumer Policy and Education Review, 5(1), 1-30.
  10. Cosmetic Law. Article 2, Section 1.
  11. C. G. Kim (1994). Cosmetic Industry and Fine Chemicals. Korean Chemical Engineering Research, 12(2), 114-118.
  12. J. Y. An. (2019). Cosmetic Science. Seoul: Shinilbooks.
  13. Cosmetic Law Enforcement Rules. Article 19, Section 3.
  14. INI R & C. (2016). Basic Cosmetic Industry Competitiveness Survey 2016. MOTIE.
  15. KHIDI (2018). 2017 Cosmetic Industry Analysis Report.
  16. H. O. Yang. (2008). A Study of Female College Students Purchasing Behavior and on Their Actual Usage of Cosmetics: With a focus on female students of a junior college. Journal of the Korean Society of Esthetics & Cosmeceutics, 3(4), 117-134.
  17. B. J. Ha. (2010). Cosmetic Science. Seoul: Soomoonsa.
  18. M. Y. Cho. (2005). Cosmetic Science. Seoul: Hoonminsa.
  19. H. S. Kim. (1996). Makeup & Fashion. Seoul: Soomoonsa.
  20. Y. S. Kim. (2012). Consumers' Satisfaction Level with the Cosmetics after Purchase according to Perceived Risk and Information Source Utilization Viewed by the Type of Distribution Channel. Kyunghee University Doctoral Thesis.
  21. J. H. Chung. & D. H. Lee. (2016). A Study on the Growth Strategy of ODM Company: The Cosmax Case. Korean Business Education Review, 31(6), 1-14.
  22. M. S. Kim. (2005). The Shortcoming of Korean OEM Firms and New Strategy of Independent Brand: the Case of the Toy Industry. The Journal of East and West Studies, 17(1), 103-122.
  23. S. Y. Kim. (2002). Study a Thesis : A Study on Changes of Chinese Domestic Market and Korea Firms' Entry Strategy under WTO System: Focused on the Distribution Area. Journal of International Trade Studies, 8(1), 317-353.
  24. D. A. Aaker, & K. L. Keller. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41.
  25. Li, K., Chhajed, D., & S. Mallik. (2010, July). Quality signaling through warranty & brand reputation. In Proceedings of 2010 IEEE International Conference on Service Operations and Logistics, and Informatics (pp. 7-10). IEEE.
  26. S. Fournier. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
  27. W. O. Bearden, & J. E. Teel. (1983). Selected determinants of consumer satisfaction and complaint reports. Journal of Marketing Research, 20(1), 21-28.
  28. K. Weigelt, & C. Camerer. (1988). Reputation and corporate strategy: A review of recent theory and applications. Strategic Management Journal, 9(5), 443-454.
  29. C. J. Formbrun. (1996). Reputation: Realizing value from the corporate image. Boston: Harvard Business School Press, Boston, MA.
  30. N. Nguyen, & G. Leblanc. (2001). Corporate image and corporate reputation in customers' retention decisions in services. Journal of Retailing and Consumer Services, 8(4), 227-236.
  31. K. A. Kim. & J. Y. Lee. (2018). The effects of Korean MNC R&D capabilities and brand reputation on ownership mode choice in developed vs. developing countries. Korean Corporation Management Review, 25(3), 113-136.
  32. S. M. Yang. & I. A. Song. (2014). The effects of brand power on customer loyalty: A case of the Korean mobile communications market. Information Society & Media, 15(3), 57-91.
  33. YTN (2019.05.01.). (accessed August. 11. 2019).
  34. Fnnews (2016.06.20.). (accessed December. 09. 2018).
  35. Beautyhankook (2014.08.28). (accessed December. 20. 2018).
  36. Hankookilbo (2019.08.09.). (accessed August. 11. 2019).
  37. K. Kim. (1999). On determinants of joint action in industrial distributor-supplier relationships: Beyond economic efficiency. International Journal of Research in Marketing, 16 (3), 217-236.
  38. W. Chu. & W. Chu. (1994). Signaling quality by selling through a reputable retailer: An example of renting the reputation of another agent. Marketing Science, 13(2), 177-189.
  39. D. S. Youm. & K. H. Park. (2014). A comparative study on user interface experience, product attitudes and intention to repurchase for each smartphone manufacturer. Journal of Digital Convergence, 12(9), 359-367.
  40. H. S. Rha. & Y. S. Cho. (2011). The effects of a manufacturer's name on packaging on retailer brand attitudes and loyalty. Management & Information Systems Review, 26(5), 51-72.
  41. Y. J. Yi. & T. S. Gong. (2005). The Effects of Customer Citizenship Behavior and Badness Behavior on Perceived Service Quality, Customer Satisfaction, and Repurchase Intention. Asia Marketing Journal, 7(3), 1-27.
  42. V. A. Zeithaml. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
  43. J. L. Aaker. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
  44. S. M. Yoon. & C. K. Lee. (2017). Examining the relationships among the festival experience, perceived quality, perceived value, and affective commitment based on the perspective of experience economy(4Es) : Focusing on the 2016 Seoul Lantern Festival. International Journal of Tourism Management and Sciences, 32(5), 79-96.
  45. D. A. Garvin. (1998). Managin Quality: The Strategic and Competition Edge, New york: The Free Press, p.43
  46. C. Gronroos. (1978). A service-orientated approach to marketing of services. European Journal of Marketing, 12(8), 588-601.
  47. D. A. Aaker. (2009). Managing Brand Equity. simon and schuster.
  48. J. A. Ahn. (2003). A Study on the Validity of Consumer based Brand Equity. The Korean Journal of Advertising, 14(2), 253-278.
  49. J. S. Ye & S. Y. Jun. (2010). The Effects of Perceived Quality Factors on the Customer Loyalty: Focused on the Analysis of Difference between PB and NB. Journal of Channel and Retailing, 15(2), 1-34.
  50. Kantaworldpanel. (2018.09.11.). BRAND FOOTPRINT-Global & Korea. (accessed December. 01. 2018).
  51. Itooza. (2019.01.07.). (accessed January. 20. 2019).
  52. Seoulfn. (2017.04.28.). (accessed December. 1. 2018).
  53. Statistics Korea. (2018). (accessed December. 1. 2018).
  54. H. Y. Kwon & S. D. Kim. (2013). The Influence of Brand Reputation and Chronic Regulatory Focus on the Non-similar Brand Extension. Journal of Digital Convergence, 11(2), 167-174.
  55. Y. N. Zhu. (2017). Effects of the Country Image of Korea on Cosmetics' Perceived Quality, Customer Satisfaction and Behavior Intention. Honam University Doctoral Thesis.
  56. JoongAng Ilbo. (2019.08.03.). (accessed August. 11. 2019).