文章基本信息

标题：Brand-consumer relationship of female millennials toward K-beauty
本地全文：下载
作者：Adma Sari ; Sucherly ; Meydia Нasan 等
期刊名称：Innovative Marketing
印刷版ISSN：1814-2427
电子版ISSN：1816-6326
出版年度：2022
卷号：18
期号：2
页码：72-84
DOI：10.21511/im.18(2).2022.07
语种：English
出版社：LLC "CPC "Business Perspectives"
摘要：For the last decade, the Korean beauty market has skyrocketed in terms of sales. Despite differences in usage steps, culture, and geography, Korean beauty products are the fastest-growing market segment in Indonesia. In addition, they are aimed primarily at millennial consumers. Therefore, this study looked at the effect of the brand-consumer relationship on the experience of Korean beauty products in Indonesia. The research sample consisted of millennial female users. As a result, 255 valid responses were obtained. Using SEM Lisrel, the study revealed that all study hypotheses were accepted. All the variables had a significant influence on each other. Notably, brand commitment had the strongest impact, and it was significantly related to and contributed more to brand love. The contribution of this brand-consumer relationship stems from the fact that brand commitment is more consistent in achieving brand love than brand experience. Furthermore, it was found that brand experience is more subjective, resulting in irrational consumer behavior toward brand love.