Customer Perceived Value To Research The Influence Of The Cosmetics Brand Loyalty

With rising levels of customer demand, implement and promote the corporate brandstrategy, the brand has a vital role in the customer’s consumption process, becoming therelationship between consumers and businesses to maintain ties and bridges. How to attractand keep customers, the successful implementation of brand strategy, enhance customer brandloyalty has become the key to gaining a competitive advantage in such a big situation. Thisarticle choose women as research subjects cosmetics industry, consumer research center, theintroduction of customer satisfaction as intermediary variables to study the specific impact ofcustomer perceived value on brand loyalty and provide a theoretical and practical basis forenhancing brand loyalty management activities.We build the cosmetics industry, customer perceived value four-dimensional model, fromlow to high are: the effectiveness of value, economic value, service value and emotional valueas the basis for this study; Emotional loyalty and brand loyalty from the perspective ofbehavioral loyalty brand loyalty, which made the four metrics: repeat purchase, word ofmouth, new product experience, the premium paid in four areas to measure customer loyalty;Mediating variables of customer satisfaction with the overall assessment of the measure, andultimately build customer perceived value-customer satisfaction-a conceptual model ofbrand loyalty.Through questionnaires and survey data using SPSS21.0sample characteristics forstatistical analysis, reliability and validity testing, correlation and regression analysis afterverify the hypothetical model. First, verify that the customer perceived value of the fourdimensions of the efficacy of value, economic value, service value, have a significant directimpact on the emotional value of brand loyalty; Second, the customer perceived value of thethree dimensions of economic value, service value, sentimental value, loyalty can be satisfiedwith a significant indirect impact on the brand by customers, and the effectiveness ofcustomer satisfaction through value does not cause indirect effects on brand loyalty. Theseproven hypothesis helps brand cosmetics industry operators from the customer’s point of view,attention to the impact of brand loyalty customer perceived value, and accordingly adopteffective marketing strategies.