Research on the Influence of the Characteristics, Reputation and Brand Loyalty of Skin Care Products on Brand Equity

• Main Authors: YANG, XIN-PU, 楊芯溥
• Other Authors: LIN, YI-CHEN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/efvx2g

碩士 === 國立臺南大學 === 經營與管理學系科技管理碩士班 === 107 === In a highly competitive market, all products have to go through the times to keep up with the times, and consumers can meet their needs through diversity choices. However, how to achieve brand awareness and increase consumer satisfaction, to further enhance consumer loyalty is an important issue recently. The purpose of this study is to explore how to convey the concept of the brand to consumers, and it is easy for consumers to combine quality awareness and cost perception. From the perspective of the company, value is created by customers. The value is the amount that the consumer is willing to pay for the service provided by the company. Therefore, the perceived value of the brand must be created by the brand's admiration, awareness, association and image. Enterprises adopt a way to expand their brand awareness and improve their brand image can keep reminding their consumers. The consumers will trust the brand image that can meet their needs. Furthermore, the sustainable brand equity can be created.