earticle

영어

The purpose of this study is to find out how cosmetics experiential marketing affects teenager brand attitudes and how formed brand attitudes affect their purchase Intention. The data collection period for this study was conducted from 25 April 2018 to 30 April 2018 and It was done using a questionnaire to the targets are teenagers living in Seoul and Gyeongi Province. 330 copies of the survey were used as analysis materials, SPSS 23.0 statistical program were used for analysis to perform frequency analysis, factor analysis, reliability test, and multiple regression analysis. According to research, The brand attitude of teenager was formed through cosmetics experiential marketing, and the brand attitude that was formed affected the purchase intention, and the most influential factor was behavioral marketing. Using various information media, such as online and mobile ads and star marketing, it affects the behavior of teenager. Marketing of brand activities such as promotion or experience group that can experience brand, It is thought to be helpful for the youth cosmetics market. The research is expected to be useful in the rapidly growing cosmetics market for teenagers.