earticle

영어

In the cosmetics industry, consumers choose their brands carefully and seldom change their brands afterwards. Therefore, in a competitive environment of cosmetics industry, the brand becomes the main source of competitive advantage. This study examines the moderating role of brand awareness in the causal relationships among cosmetic usage experience, counterfactual thinking, and attribution. This study can provide implications for brand management of small and medium business by understanding consumer’s postpurchase behavior. First, we analyzed the route from cosmetic usage experience to counterfactual thinking. When cosmetic usage experience is negative, counterfactual thinking is higher for higher brand awareness than lower brand awareness. On the other hand, if cosmetic usage experience is positive, counterfactual thinking is not different between higher brand awareness and lower brand awareness. Next, we analyzed the path from cosmetic usage experience to attribution. When cosmetic usage experience is negative, brand attribution is higher for lower brand awareness than higher brand awareness. On the other hand, if cosmetic usage experience is positive, brand attribution is higher for higher brand awareness than lower brand awareness.