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All Journal International Research Journal of Business Studies (E-Journal)
Rusdan Rusdan
Department of Management, the University of Mataram. Jl. Majapahit No.62, Gomong, Kec. Selaparang, Kota Mataram, Nusa Tenggara Bar. 83115
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analysing K-Beauty Brands from the Consumer–Brand Relationship Perspective Sulhaini Sulhaini; Rusdan Rusdan; Sulaimiah Sulaimiah; Rahman Dayani
INTERNATIONAL RESEARCH JOURNAL OF BUSINESS STUDIES Vol 15, No 1 (2022): April - July 2022
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/irjbs.15.1.39-52

Abstract

This study examines relationships between foreign brand halo effect and beauty consciousness on self-brand connection in beauty consumption. It also investigates the moderating role of age on these relationships. Data is gathered through an online survey focusing on two South Korean beauty (K-beauty) brands. The results contribute to consumer–brand relationships and international marketing literatures. There is no difference between young adult female and mature adult female consumers in the influence of beauty consciousness on self-brand connection. However, there are substantial differences between the two groups of consumers in the influence of the foreign brand halo effect on self-brand connection. Also, the halo effect exhibits the greatest influence on willingness to pay more. Consumers are also willing to pay more for brands from countries that have a positive image. https://doi.org/10.21632/irjbs.15.1.39-52 
Co-Authors Rahman Dayani Sulaimiah, Sulaimiah Sulhaini Sulhaini