The Impact of One-person Beauty Shop’s Brand Personality and Brand Benefits on Customer Loyalty
Seo-Hyun Lee,
Hye-Soon Heo,
Mi-Ock Woo
Abstract:The purpose of this study was to examine the impact of a personal beauty shop’s brand personality and brand benefit on customer loyalty, and a frequency analysis of the demographic characteristics was conducted using the SPSS 26.0 statistical program. The reliability and validity of brand personality, brand benefit and customer loyalty were analyzed, and to examine the influential relation between variables, a multiple regression analysis was conducted. Based on the study results, regarding the impact of a per… Show more
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