The Effect Of Brand Experience Provider On Brand Experience: Focus On Korean Cosmetic Brand Shop

Abstract

This present research distinguishes brand experience providers of cosmetic companies that include three elements: Brand identity elements of cosmetic brand shops (feminine and environmental-friendly brand identity); Marketing mix elements (level of iconic product, level of steady-seller product, reasonable pricing, convenience of location, quality of additional service); Cosmetic brand store elements (effective product assortment, atmosphere of a store, availability of testers, proficiency of consultants). This paper aims to explore these elements and the effect of brand experience provider on all brand experience dimensions; sensory, affective, intellectual, and behavioral experience. After the review of extant studies, we propose 11 hypotheses.
 Based on the collected 295 consumers of experienced cosmetic brand shop, the proposed model is testified with the SPSS 15.0 and AMOS 7.0 is supported. According to the result of empirical analysis, it turns out that, in terms of characteristics of brand experiential provider, 'feminine brand identity', 'iconic product', 'steady seller product', 'convenient location', 'additional service quality', 'assortment', 'atmosphere', 'self-tester', and 'consultant' affected the customers' holistic brand experience of cosmetic brand shop. However, 'environmental-friendly brand identity', 'reasonable price' results to have no influence on the holistic brand experience of brand of cosmetic brand shop. The study produced a theoretical implication on brand experience that it empirically approached to factors of brand experiential provider on holistic brand experience of store. The earlier studies were at best conceptual analysis or they mainly dealt with in-store factor, whereas this paper divides factors that affect the customer's overall experience into 'brand identity', 'marketing mix strategy', and 'physical environment of in-store'.

Exploring the Effects of Coffee Shop Brand Experience on Loyalty: The Roles of Brand Love and Brand Trust

“…Young consumers' excessive love for a brand positively influences their behavior, especially their daily lifestyles related to the brand (Garg et al, 2015;Han et al, 2019;Huang, 2017;Hwang and Kandampully, 2012). This also proves that consumer participation in any particular brand activity can improve the relationship quality, especially consumer trust toward the brand (Jeong et al, 2017;Xie et al, 2017). Thus, the following research hypotheses were formulated: H1d: Behavioral experiences have a positive effect on brand love.…”

“…For instance, young consumers usually see their favorite brand as having an emotional aspect that, they can enjoy as part of their everyday lives (Tangsupwattana and Liu, 2018;Wu, 2017). Further evidence also states that young consumers involve many affective perceptions of moods, feelings, and emotions that positively affect their perceptions of certain brands (Han et al, 2019;Hwang and Kandampully, 2012;Jeong et al, 2017;Sarkar et al, 2019). Those affective experiences have successfully helped consumers reduce stress and improve their mood (Garg et al, 2015).…”

“…A preliminary list of measurement items was prepared through a review of the literature related to brand experience dimensions (Brakus et al, 2009;Garg et al, 2015;Huang, 2017;Jeong et al, 2017;Tangsupwattana and Liu, 2018), brand love (Song et al, 2019;Zarantonello et al, 2016), brand trust (Huang, 2017;Song et al, 2019), and brand loyalty (Kim and Lee, 2017;Sarkar et al, 2019). A five-point Likert-type scale from "strongly disagree" (1) to "strongly agree" (5) was applied to measure the research constructs.…”

Determinants Influencing Purchasing Behavior of Korean Cosmetic Purchasing Intention: Case Study of Thai Female Perspective

“…Likewise, the store environment can elicit a wide range of behaviors from people within the store, where certain elements can influence customers to stay in the store longer, increasing the probability that they may buy an item. Conversely, store elements can also have a negative effect on consumer behavior by influencing them to leave the premises prematurely (Jeong et al, 2017).…”

“…Nowadays, South Korean cosmetic products are sold in every corner of the world and are slowly becoming increasingly popular among female consumers (Bailleux & Menache, 2021). On top of that, these customers prefer to buy their cosmetics in a shop rather than online, which also influences their purchasing decisions (Jeong et al, 2017).…”