earticle

영어

This study examines the impact of cosmetic brand identity on the intention to use color cosmetics, with brand image as a mediating variable, among women in their 20s and 30s in South Korea and China. Survey data from 412 participants (195 Korean and 217 Chinese) were analyzed using SPSS 26.0. The primary objective of this research is to provide empirical insights that inform the development of sustainable brand strategies. The results showed that, for Korean consumers, product quality, exclusivity, and originality significantly influence brand image. Chinese consumers were influenced by the same factors, with the addition of uniqueness, suggesting cultural differences in how brand identities are perceived. This indicates that Korean consumers emphasize functionality and uniqueness, while Chinese consumers favor symbolic and signature products. These distinctions underscore the importance of cultural considerations in branding strategies. To address challenges such as declining exports and brand stagnation in China, companies must implement market-specific approaches. This study offers foundational insights for sustainable crisis management by proposing differentiated branding strategies.