화장품 브랜드의 지각된 가치가 브랜드 태도와 구매의도에 미치는 영향

The purpose of this study is to analyze the impact of perceived value on brand attitude and purchase intention in the context of cosmetic brands, thereby offering strategic implications for brand management. Based on previous research, perceived value was measured multidimensionally, comprising functional, social, and emotional values, and it empirically examined its relationship with brand attitude and purchase intention by collecting survey data. The study employed a structural equation model to validate the research framework, revealing that the social and emotional values of cosmetic brands have a positive influence on brand attitude, while functional value does not significantly affect brand attitude. However, all three dimensions of value—functional, social, and emotional—were found to positively influence purchase intention. Additionally, brand attitude was shown to have a positive impact on purchase intention. While functional value can enhance purchase intention, it does not contribute to the formation of a favorable brand attitude. In contrast, emotional value was identified as the most significant factor in enhancing both a favorable brand attitude and purchase intention. These findings suggest that, in order to foster a favorable brand attitude and increase purchase intention, it is essential for brand management to focus on creating emotional responses that enhance emotional value.