scholarly journals A Study on Customized Smart Beauty Recognition and Brand Strategy

2021 ◽  
Vol 19 (3) ◽  
pp. 445-457
Author(s):  
Do-Eun Kim ◽  
Young-Sam Kim

Purpose: This study seeks to discover how customized smart beauty recognition can produce positive results, and to demonstrate that it affects brand attitudes and purchasing intentions of buyers. Pine & Gilmore's experience theory will be used as a basis for this study. This study focuses on customized cosmetics as a type of beauty product.Methods: Data were gathered from 255 women between the ages 20 and 40 from all over Korea. Different tools were used to analyze the data, including the SPSS WIN 21.0 program, Varimax for regression analysis, and Cronbach's α coefficient for reliability analysis. Differences in characteristics were conducted using a one-way-ANOVA, follow-up verification, and correlation analysis between variables and influence verification.Results: Customized cosmetics helped accurately diagnose and prescribe the consumer’s condition with measuring devices. The smart beauty service that the consumer’s experienced was face measurement and virtual makeup. In the future, the consumer ’s would like to experience the effect of skin care before and after skin condition measurement as a smart beauty service. Looking at the impact of Fine & Gilmore's theory of experience economy on brand attitude and purchase intention, the higher the educational experience (β=0.313), the more realistic the experience (β=0.195), the higher the aesthetic experience (β=.357) and the higher the brand attitude (β=0.667). The intention to purchase clearly increases with these positive experiences.Conclusion: This study concluded that although customized cosmetics are highly reliable but expensive, buyers still want to purchase them at a reasonable price. It was also discovered that smart beauty services want improvements in measurement errors, the reliability of the information provided, and the ability to perform additional comparative analysis. Moreover, like Pine & Gilmore's theory of experience economy, it was determined that the higher the satisfaction consumers have after their experience, the higher the brand image and the intention to purchase. We hope to use this theory as important information for continuing research in the beauty industry.

2018 ◽  
Vol 46 (7) ◽  
pp. 1215-1232 ◽  
Author(s):  
Yang Li

The focus in this study is on the effect on Chinese consumers’ intention to purchase proenvironmental products of 3 types of marketing information: environmental knowledge relating to a product, information about corporate social responsibility, and descriptive norms about environmental protection. I also examined the impact of social presence on the consumers’ intention to purchase. I conducted 2 laboratory experiments with 723 participants and findings indicate that each of the 3 kinds of marketing information and social presence had a significantly positive effect on participants’ purchase intention, and the effect of marketing information on corporate social responsibility and environmental knowledge was weakened when consumers made the decision with social presence. The findings expand research on marketing information of proenvironmental products and provide insight into the effect of social presence. Suggestions are made for the government and manufacturing managers that may increase Chinese consumer purchase of proenvironmental products.


2018 ◽  
Vol 7 (3.34) ◽  
pp. 511
Author(s):  
Bikash Kumar Rup ◽  
Jyotiranjan Gochhayat ◽  
Sasmita Samanta

The aim of this study is to reveal the impact and influence of social construct on consumers’ brand purchase intention. Within the study the latent idea is to illuminates the influence of social construct on brand personality, which leads to enhance the brand purchase intention. The flow of effect of social construct is directly to purchase intention or through brand attitude. In different cultural point of view the specific dimensions of brand personality, those are more influential on purchase intention need to be identified. The outcome of the study may helpful for marketers to redesign their marketing strategy in accordance with the consumers brand personality.  


2018 ◽  
Vol 7 (2) ◽  
pp. 17 ◽  
Author(s):  
Qian He ◽  
Hongjian Qu

Social media, represented by WeChat and micro-blog, has become an indispensable communication tool for human beings. The social media advertising that extends in this environment has also become the focus of enterprise marketing. Based on the brand attitude as the intermediary variable, this paper studies the influence of advertising appeal on the purchase intention under the socialized media environment, and tries to clarify the influence mechanism between the advertising appeal and the consumer purchase intention. Through the related literature, we find out the relationship between the advertising appeal and the brand state and the purchase intention. Put forward relevant research proposals, to enterprises in the social media environment advertising marketing pointed out a new direction.


2021 ◽  
Vol 34 (3) ◽  
pp. 79-100
Author(s):  
Eli Sumarliah ◽  
Tieke Li ◽  
Bailin Wang ◽  
Anitha Moosa ◽  
Irene Sackey

Prior studies have demonstrated that halal supply chain knowledge by professionals within an organization is a vital predictor of halal clothing buying intention. This research in contrast explored how supply chain knowledge by retail customers impacts their intention to purchase halal clothing. Customer knowledge includes knowledge of halal resourcing (RES); halal production and design (PRO); halal handling, storage, and packaging logistics (HAN); and halal retailing (RET). An online questionnaire gathered data from 374 retail Muslim customers. The study employed SmartPLS 3 software and PLS-SEM to test the significance of the variables. Regression analysis found that knowledge of halal supply chain practices by retail customers has an important impact on their intention to buy halal fashion.


2020 ◽  
Vol 24 (3) ◽  
pp. 361-380 ◽  
Author(s):  
Youssef Chetioui ◽  
Hikma Benlafqih ◽  
Hind Lebdaoui

PurposeThis study examines the impact of attitudes toward fashion influencers (FIs) on brand attitude and consumer purchase intention. It also aims to identify factors affecting consumers' attitudes toward FIs.Design/methodology/approachTo achieve this goal, the authors propose a conceptual model that combines the theory of planned behavior (TPB) and theoretical outcomes of prior literature related to influencer marketing. Based on data collected from 610 Moroccan respondents, the authors empirically test the conceptual model using a partial least squares (PLS) estimation.FindingsThis study illustrates that attitudes toward FIs positively impact brand attitude and consumer purchase intention. The authors also demonstrate that perceived credibility, trust, perceived behavioral control, perceived subjective norms, perceived expertise and perceived congruence positively impact attitudes toward FIs.Practical implicationsThe study findings help marketers and advertisers in the fashion industry to understand how influencer marketing contributes to consumer purchase intention. They also allow marketers to understand factors explaining attitudes toward FIs and therefore better select influencers capable of creating purchase intentions among existing and potential customers.Originality/valueThe present paper bridges a gap pertaining to antecedents and factors that impact attitudes toward FIs and consumer purchase intention. To the authors’ knowledge, this study is the first of its kind to investigate the impact of attitudes toward influencers on both brand attitude and purchase intention in the fashion industry.


2019 ◽  
Vol 12 (1) ◽  
pp. 60-70
Author(s):  
Amin Palikhe

   The humor advertisement is important for every types of marketer. The main aim of the study is to analyze the impact of humor advertisement on the brand purchasing strategy of consumers. This study used descriptive research design by testing the hypothesis with dependent and independent variables. The questionnaire based survey has been undertaken upon the sample of 136 respondents. Furthermore, data analysis has been carried forward with the help of SPSS through regression and correlation. The results reveal that there is no significant relationship exists between the independent variable (humor advertisement) and the dependent variables (brand attitude, brand memories, purchase intention). There is low correlation between humor advertisement and brand attitude that shows p<0.1. Industries have been spending huge amount of money on humor advertisement but the study has also revealed that there is no significant changes in brand purchase strategy of consumer by appealing humor advertising. Test results of correlation and regression shows that humor advertisement can’t make brand purchase strategy. Therefore study of consumer behavior is important to create brand purchase strategy and spending nature of consumer towards advertised products.


2016 ◽  
Vol 31 (2) ◽  
pp. 247-259 ◽  
Author(s):  
Dimitra Papadimitriou ◽  
Kyriaki Kiki Kaplanidou ◽  
Nikolaos Papacharalampous

Purpose – The purpose of this study is to explore how event volunteers, athletes and onsite spectators perceive the impact of sport event sponsorship on future purchase intentions of the event sponsor brand. Design/methodology/approach – The research problem was based on propositions by Novais and Arcodia (2013) and proposes relationships between sponsor–event fit, brand attitude, perceived brand quality and sponsor brand purchase intentions. Data were collected from 352 Greek sport event consumers from the 2013 Classic Marathon event, in Athens, Greece, using onsite surveys targeting non-sponsor brand consumer spectators, volunteers and athletes. Findings – The results reveal that sponsor–event fit indirectly influenced sponsor brand purchase intentions via brand attitude and brand quality across all three groups. However, the fit did not directly influence perceived brand quality of the sponsor across all three groups and directly influenced purchase intentions of the athlete group. Research limitations/implications – Because of the duration of the event (one day), the sample sizes were not very large. In addition, the study was delimited on one sponsor from a single sport event. Therefore, the findings need to be tested with larger samples and additional sponsors and events to arrive to more robust conclusion about the purchase intention formation and its antecedents across multiple sport event consumer groups. Originality/value – This study explores the power of sponsor–event fit among non-consumers of the sponsor brand and how the “interface” of event consumption through the lenses of three groups, namely, volunteer, spectator and athlete, influences brand attitude, perceived brand quality and sponsor brand purchase intentions.


2016 ◽  
Vol 34 (1) ◽  
pp. 61-79 ◽  
Author(s):  
Denni Arli ◽  
Helene Cherrier ◽  
Fandy Tjiptono

Purpose – The purpose of this paper is: to explore the impact of religiousness (i.e. intrinsic religiousness, extrinsic religiousness) on purchase intention of luxury brands, affective attitude, and self-presentation; and, to explore the mediating effect of affective and self-presentation attitudes towards luxury brand purchase intention. Design/methodology/approach – Data were derived using convenience sampling at three large universities (i.e. one public and two private universities) in Yogyakarta, Indonesia. Researchers hand-delivered approximately 600 questionnaires to students in classrooms and public spaces (e.g. canteens and lounge rooms) of the universities. However, of the 525 questionnaires returned, only 491 were usable thereby offering an overall response rate of 81 per cent. Findings – The study found that intrinsic religiousness was related positively to affective attitudes towards luxury brands while extrinsic religiousness was positively related to self-presentation attitudes. Affective attitude and self-presentation were positively related to consumer intention to purchase luxury brands. Practical implications – The result of the present study shows that religious consumers are not necessarily anti materialism and often opt for luxury brands over purely utilitarian possession. This finding has important implications. First, it may create future ethical problems as materialism has been found to correlate with unethical behaviours such as the purchase of counterfeits. Second, materialism has been linked to insecurity. When religious consumers view worldly possessions as symbols of achievement or success, sources of happiness, and representations of luxury, they may use possessions rather than religious text to hinder insecurity and shape the self. Originality/value – This is one of the few studies exploring the impact of religiousness on luxury brands possession in Indonesia, a country with the largest Muslim population in the world and home to a highly religious society.


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