Research On The Influence Of Cosmetics Brand Personality On Consumers' Purchase Intention-the Mediating Effect Of Brand Relationship Loyalty

When customers form their own brand,different brands of cosmetics have relatively small differences.It shows how to better highlight the characteristics of cosmetics,to better attract the attention of consumers for the purchase intention and the transformation object,reference object is the cosmetics industry development,but also improve the main aspects of cosmetics brand competitiveness.Cosmetics in today's society become one of the needs of people,at the same time,it is one of the more selective products in the process of people's consumption.It is necessary to analyze the key factors of consumer choice of goods,and promote the better development and innovation of the products.This paper,in order to further analyze the intermediary role of brand personality and brand relationship among the influencing factors of purchase intention,selects the college student as a consumer group,and investigates the consumption of cosmetics for college students,and analyzes the interaction between purchase intention,brand personality and brand relationship for the enterprise more.It can provide reference for improving the competitiveness of products and improving the purchasing intention of cosmetics.First of all,this paper reviews the existing research achievements on brand personality,brand relationship and purchase intention at home and abroad,and refines the relationship model of the impact of cosmetic brand personality on purchase intention,and the related concepts and theories of the intermediary role of brand relationship between the two.This article provides a theoretical basis and a research method for further research on the influence of cosmetic brand personality on purchase intention.Secondly,in order to analyze the present situation of cosmetic consumption of college students more directly,this paper uses questionnaires and interviews to investigate the relationship between brand personality and brand in the process of university students' cosmetics consumption,and surveys the purchase intention of cosmetics for further empirical analysis.According to the collection and collation.Finally,on the basis of questionnaire survey and interview,this paper collate and analyze the related data,and discuss the specific data relationship of the promotion of brand personality to purchase intention in the process of cosmetics consumption,and the empirical analysis of the intermediary role of brand relationship,and the specific influence of various factors on the purchase intention of cosmetics.The relationship isanalyzed.This paper gives the management implications: enterprises should also in their own cosmetics brand building,according to the characteristics of product attributes and highlight the different brand personality,in order to get college students love and reuse.Secondly,the enterprise should pay attention to the competitiveness of the products in the process of making cosmetics brand.At the same time,the enterprise should establish different brand relations in the process of building brand personality according to the requirements of the university students or consumers to the cosmetics.Finally,in upgrading the cosmetic brand personality,we must also improve the service level of the products.