수입색조화장품 상표(輸入色調化粧品 商標)이미지 속성(屬性)에 따른 포지셔닝에 관(觀)한 연구(硏究) -유행관여(流行關與)를 중심(中心)으로- = A Study on Positioning of Imported Make-up Cosmetics Brand Image Attribute - Focus on Fashion Involvement-

다국어 초록 (Multilingual Abstract)

The main purpose of this study was to investigate the difference of perceptional degree of imported make-up cosmetics brand and importance of brand image attributes, and the evaluation of brand image attributes of imported make-up cosmetics according to fashion involvement and to provide positioning the imported make-up cosmetics brands according to brand image attributes. Survey was conducted to 301 people from age 20 to 30 year female woman who is leaving in Seoul and Kyunggee·Inchon using convenience editing. Material analyzing was done using t-test, factor analysis, cluster analysis, multidimensional scaling. The results were as follows. 1. The perceptional degree of brand and the importance brand image attributes showed significant difference according to fashion involvement. 2. The evaluation of brand image attributes of imported make-up cosmetics were different between high involvement group and low involvement group. 3. As a result of multidimensional scaling, the imported make-up cosmetics brands were positioned different according to brand image attributes between high involvement group and low involvement group.