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    Communicating ingredient authenticity in product packaging for luxury Korean cosmetics - the case of ginseng and snail mucus

    245454_245454.pdf (176.0Kb)
    Access Status
    Open access
    Authors
    Lee, Sean
    Date
    2015
    Type
    Working Paper
    
    Metadata
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    Citation
    Lee, S. 2015. Communicating ingredient authenticity in product packaging for luxury Korean cosmetics - the case of ginseng and snail mucus, Marketing insights working paper series, School of Marketing, Curtin University of Technology, School of Marketing.
    Additional URLs
    http://business.curtin.edu.au/schools-and-departments/marketing/our-research/working-papers/
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/6211
    Collection
    • Curtin Research Publications
    Abstract

    The recent success of luxury Korean cosmetic products have caught the attention of researchers around the world. Products using authentic Korean ginseng and snail mucus are seeing unprecedented growth in recent years. The current study will explore the effects country image and authenticity of packaging have on consumer attitude and behavioural intention. This study will employ a 2x2 between-subjects experimental design to test the effects of indexical and iconic authentic package designs on consumer perceptions. The study contributes to the research area by integrating the authenticity literature and extending authenticity’s applicability to the packaging of Luxury Korean Cosmetics industry.

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