The impact of beauty brand experience on brand loyalty in the context of new consumerism
Zhicui Ma 1,2  Chung Giyoung1,*

1.Sehan University, Mokpo, Jeollanam-do, South Korea, 58447;

2.Shandong Yingcai University,JinanShandong,China, 250104;

Abstract: In the context of new consumerism, consumers' demand for beauty brands is no longer limited to the products themselves, but more focused on brand experience. Consumers' pursuit of personalized, social, and quality experiences further strengthens the role of brand experience in brand loyalty. Therefore, beauty brands should focus on emotional marketing, enhance personalized services, optimize shopping experience, strengthen social interaction, and enhance brand associations to strengthen consumer brand loyalty.

Keywords: New Consumerism; Beauty brands; Brand experience; brand loyalty

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