The Impact Of Cosmetics Brand Image On Customers’ Purchase

The cosmetics industry is one of the fastest-growing industry in China. For cosmetics, brand is the soul of an enterprise, excellent brand image can ensure long-term development of cosmetics enterprises. The competition of cosmetics market has already transformed from product age to brand age, the core competitiveness is to set a good brand image. Brand image is a research hot spot in the field of marketing all the time since first raised in 1955. The emergence of the brand image solved the problem of product homogeneity. In fact, the purpose of brand management is to establish a good brand image, then win the competition.For the opinions of consumers, brand image is the overall perception which can influence the purchase decision. In the eyes of enterprise, brand image can be used to realize brand building and push enterprise development. In the existing research, the majority of scholars focused on the study of the influence factors of brand image and brand image models. This paper used the Cosmetics industry as the research object, based on the review of the relevant research in the field of brand image theory, make a new dimension division way of cosmetics brand image. In order to analysis the relationship between brand image and purchase intention, introduce brand attitude as an intermediary variable, sex and age as the moderator variables.The results indicates that, among the brand image five dimensions model, enterprise image/product image/user image/service image have a positive effect on brand attitude, product image has the most significant effect. Enterprise image/product image/user image/marketing image have a positive effect on purchase intention, product image has the most significant effect also. The sex can affect the relationship between user image/marketing image and purchase intention, and the age can affect the relationship between marketing image and purchase intention. Brand attitude has a significant influence on purchase intention.Finally, according to the research conclusion, put forward some suggestions and implications for the development of cosmetic industry. And also make explain for the limitations of this paper, propose the research direction in the future.