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기능성 화장품의 IMC 활동과 브랜드 이미지가 고객 만족 및 고객 애호도에 미치는 영향

Author
임채관, 정성호
Journal Title
PR연구
Publication Year
2010
Topics
Summary

This study analyzed the impact of IMC activities and brand image on customer satisfaction and loyalty for functional cosmetics in Korea, China, and Japan. In Korea, IMC activities positively influenced brand image and customer satisfaction, ultimately leading to customer loyalty. However, in China and Japan, IMC activities affected customer satisfaction and loyalty through brand image, but no direct relationship between IMC activities and customer satisfaction was found. Differences were identified in national IMC strategies and brand image enhancement approaches.

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중국내 글로벌 화장품 기업의 통합적 마케팅 커뮤니케이션(IMC) 활동이 브랜드 이미지와 구매의도에 미치는 영향 The Effects of Global Cosmetics Company's IMC activities on Chinese Consumers' Brand Image and Purchase Intention

이일용; 임달호 · 2017

유통경영학회지

이동통신 서비스의 IMC, 서비스 품질, 브랜드 이미지, 고객만족 및 재이용 의도의 구조관계 ―한일 대학생 소비자를 중심으로―

임채관, 강경수 · 2011

일본근대학연구

The Effects of Global Cosmetics Company's IMC activities on Chinese Consumers' Brand Image and Purchase Intention

Lim， Dal-ho; Yilong Li · 2017

Journal of Distribution and Management Research

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