Paper Title
Brand Image between Asia and European Cosmetics: Views of Consumers in Ubon Ratchathani Province, Thailand
Abstract
Cosmetic products play important role in consumers ‘daily life. The objective of this study was to investigate the
attitudes of brand image between Asia and European cosmetics. The qualitative approach was employed for this study. The
ten key informants living in Ubon Ratchathani, Thailand were purposive selection on the criteria of having and not having
experience in both Asia and European cosmetics at least three months. An in-depth interview by 1 to 1.5 hours with tape
recording was hold. Content analysis was used to analyze and interpret data from interview. In findings, Asia cosmetic
brands seem influential to previous users’ review, price, packaging and skin appropriateness. However, the users in
European cosmetic brands concern with skin color and quality. Brand image such as functional benefit, emotional benefit
and self-expression benefit plays important role towards using Asia or European cosmetic brands.
Keywords - Brand Image, Cosmetic, Asia, European, Consumer