The Influence Of Male Skin Care Products Brand Image On Brand Loyalty

With the development of the times and the economy, people’s demand for the quality of life is increasing day by day and the way of people’s consumption and the attitude to consumption have change to a certain extent. In the past, women were the absolute main force in the skin care market, and skin care products were mostly produced to meet the demand of female consumers. But in recent years, with the advent of male skin care needs, men’s skin care market specifically meeting the needs of male consumers began to form. Male skin care products market is not yet mature, the development potential is huge, but the male skin care products enterprise numerous. So the competition of male skin care products market is increasingly fierce. The companies of male skin care products who want to share a bigger piece of the cake in men’s skin care market should think and try to improve their brand image in order to prompt consumers purchasing behavior and let customers form brand loyalty.After reading a lot of references, we can conceive that there are differences between men and women in the consumer behavior and brand loyalty and compared with the female skin care market, the characteristics of male skin care products market are also different. So the author decided to make a research on the brand image and brand loyalty of the male skin care products. With the combination of the research results of the previous scholars and the specific characteristics of male skin care products, in this paper, the brand image is divided into three dimensions: company image, product image and user image,and the brand loyalty is divided into repeat purchase, word of mouth communication, premium payment three dimensions. This article put forward the model and theoretical assumptions of relationship between male skin care brand image and brand loyalty and according to the relevant scale developed a suitable for the study of the end of the scale. Besides, we collected data by issuing and recycling questionnaire, and makes an empirical analysis on data to test hypotheses.A total of 218 questionnaires were issued and 210 questionnaires were returned. By using SPSS 21 software to analyze the data collected, the following conclusions were obtained:Male skin care brand image has an impact on brand loyalty. The brand image of male skin care products is divided into three dimensions: company image, product image and user image, and these three dimensions have positive impact on the three dimensions of male skin care product brand loyalty: repeat purchase, word of mouth communication and premium payment.After the conclusion of the validation hypothesis, this paper summarizes the limitations and deficiencies of the study and the future research direction of the problem. What’s more, combined with the reality of the male skin care products market, the following suggestions are put forward for the male skin care products enterprises. Firstly, pay attention to maintain the whole image of the male skin care products company. Most of the male skin care products companies just regarded male skin care product as one of the product line, but they also yield other products. These products from different product line to consumers to convey the information will affect each other, together constitute the company’s image. At the same time, the company image will affect the brand image of each product line in turn. Therefore, to maintain the company’s image of male skin care products manufacturers, they should establish a good brand image and thus affect the consumer loyalty. Secondly, focus on quality management and create the value of male skin care products. Male consumers pay attention to the practicality of the product. Therefore, creating the value of the five level of male skin care products contributes to enhance the perception of the image of the male skin care products for consumers. And then improve the customer’s brand loyalty by building a good brand image of the product. Lastly, determine the target market for male skin care products and shape the desired group. Although male skin care products market is not a mature market and still to be developed, there are many existing brands in the market and the target customers of each brand is different. A large part of the reason why you choose a product is that you can find a sense of belonging or hope to become a member of the group of user. As a result, make the users be a member of a group which target consumers desired can greatly enhance male skincare brand image in the eyes of consumers, and make its produce brand loyalty.