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The Impact of Cultural Code on the Visual Presentation of Brand Touchpoints: A Case Study of the Common Skincare Market in South Korea
- 1 HANYANG University
- 2 HANYANG University
- 3 HANYANG University
* Author to whom correspondence should be addressed.
Abstract
Brand touch point is a common means of brand marketing, is the key moment for users to contact with the brand, is an important part of influencing consumer decision-making, and has a significant impact on consumer experience and help them decide whether to buy the brand products. This paper is research on common Skincare Market in South Korea. Proposing an Innovative Path for Brand Marketing in the Current Consumer Era Based on the Brand Touchpoint Perspective. It is proposed to meet the basic needs of users, provide personalized services and co-create brand value with consumers before, during and after the brand contact, respectively. Applying the theory of cultural codes as well as analyzing the characteristics of such companies, insights are drawn from the visual design of brand touchpoints and factors affecting consumer decision-making, providing practical references for the marketing of such brands.
Keywords
touchpoints, consumer decision-making, visual presentation, Maslow’s Hierarchy of Needs
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Cite this article
Huang,Z.;Wang,T.;Young,C.A. (2023). The Impact of Cultural Code on the Visual Presentation of Brand Touchpoints: A Case Study of the Common Skincare Market in South Korea. Advances in Humanities Research,3,37-42.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Journal：Advances in Humanities Research
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