earticle

영어

The purpose of this study is to investigate the relationship among the perceptions of consumer value orientation (health pursuit, environment consciousness, and beauty pursuit), brand value, brand trust, brand affect, and brand loyalty towards middle-low priced cosmetics. Structural equation model (SEM) was employed to assess the measurement model and path model with 233 questionnaires collected from university students in Gyeongnam province. The analysis results indicated that health pursuit, environment consciousness, and beauty pursuit of consumer value orientation have positive influences on brand value. Brand value has positive influences on brand trust and brand affect. Brand trust and brand affect are also positively associated brand loyalty. Interestingly, beauty pursuit is a very influential factor for brand value compared to health pursuit and environment consciousness. This implies that even middle-low cosmetics should focus on enhancing beauty. In addition, brand loyalty is more influenced by brand affect. Thus, the managers should make efforts to build strong brand loyalty through developing and maintaining consumer value orientation of a middle-low priced cosmetic in digital age.