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초록· 키워드
The purpose of this study was to analyze whether color identity of domestic low-price cosmetic brands have an effect on brand awareness, brand attitude and purchase intention. The data were collected via a self?administered questionnaire from 432 female living in seoul and the capital region. Using SPSS 20.0 and AMOS 20.0 package, Cronbach’s α, a confirmatory factor analysis and a structural equation modeling analysis were performed. The results were as follows. First, color identity factors of the domestic lowprice cosmetic brands were differention, symbolism, association and attention. Second, differenition, symbolism and association of color identity factors had an effect on Brand Awareness. but attention of color identity factors didn't have an effect on Brand Awareness. Therefore, to increase the attention of color identity, it is necessary to develop a unique color identity strategy that is different from other brands by tone and color variation. Third, the brand awareness didn't have an effect on the brand attitude. Forth, the brand awareness had an effect on purchase intention. Therefore, it is necessary to develop strategies to strengthen the brand identity of consumers by promotion unified color identity strategy such as brand logo, product container and package, store interior and homepage. Finally, the brand attitude had an effect on purchase intention. But, in this study, the color identity didn't have an effect on the brand attitude. Therefore, it is necessary to find out the factor of color identity has a positive influence on the brand attitude.
#Brand Attitude
#Brand Awareness
#Color Identity
#Domestic Low-price Cosmetic Brand
#Purchase Intention
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