earticle

영어

This study attempts to examine the relationship between Chinese consumers’ experiences of Korean cosmetics brands and satisfaction of life. In other words, this study will observe how the Chinese consumers’ sensual, emotional, intellectual and behavioral experiences of Korean cosmetics brands are linked to brand attachment. Furthermore, this study attempts to identify the relationship between brand attachment and satisfaction of Chinese consumers’ life. The results of the empirical analysis confirmed that the Chinese consumers’ emotional and behavioral experiences of Korean cosmetics brands positively affected brand attachment. However, sensual and intellectual brand experiences did not have any effect. Furthermore, brand attachment positively affected satisfaction of life.