A Study on the Perception of Brand and Advertising Images of Domestic Make-up Products

한국산 색조화장품의 상표 및 광고 이미지 지각

The purposes of this study were to identify brand image and advertising image perception maps of domestic make-up products. A self-administered questionnaire was used for data collection. KYST, CORAN and SPSS PC(Ver. 12.0) were used for data analysis. The results were as follows: 1. Brand images of Etude, Isa Knox, and Laneige were perceived as unique, stimulative, high quality, elegant, modern, and sophisticated. Brand image of Cathycat was perceived highly in high quality, elegant, modern, and sophisticated, but low in unique and stimulative. Brand image of Lac Vert was perceived high in unique and stimulative, but low in high quality, elegant, modern, and sophisticated. Brand images of Hercyna and Vov were the lowest. 2. Advertisement images of Etude was perceived as modern, sophisticated, familiar, and unique, but Lac Vert was perceived adversely, Advertising images of Laneigne and Isa Knox were high in modern, sophisticated and familiar, but low in uniqueness. And advertising images of Hercyna, Cathycat, and Vov were perceived as modern, sophisticated, and familiar.