Paper Title
Brand Image between Asia and European Cosmetics: Views of Consumers in Ubon Ratchathani Province, Thailand

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