미용실의 브랜드 진정성이 브랜드 인지도 및 브랜드 충성도에 미치는 영향

The development of two-way communication has made it possible forcustomers to explore and evaluate information on their own, boosting a genuine demand for quality companies, products, services and leaders rather than pretense or flashiness. However, the supply is remarkably scarce in a reckless competitive environment, the value of brand authenticity to rapidly. Due to this importance, this study aims to identify the effect of brand authenticity on brand awareness and brand loyalty in beauty shops. In conclusion, it will serve as primary data to verify the importance of brand authenticity and suggest marketing to improve brand authenticity. A survey of beauty shop customers was conducted to determine the relationships between brand authenticity, brand awareness, and brand loyalty. A total of 530 questionnaires were distributed, of which 506 copies excluding insincere responses for the final analysis. The SPSS 21.0 was used to conduct frequency analysis, reliability verification, exploratory factor analysis, confirmatory factor analysis, correlation analysis, and linear regression analysis for the collected data. Analyses showed that brand authenticity positively affected brand awareness and brand loyalty. Among components of brand authenticity, service authenticity had the biggest effect on brand awareness and brand loyalty, followed by performance authenticity and communication authenticity. It turned out that beauty shop brands aim at customer value rather than pursuing corporate profits, and marketing to meet customer needs leads to a differentiated effect of customer choice. In other words, it suggests that for brand awareness and loyalty to improve, beauty shops need marketing to improve brand authenticity.