Discover The Influence of Brand Image for M·A·C Cosmetics
DOI:
https://doi.org/10.54691/bcpbm.v20i.1060Keywords:
M·A·C Cosmetics; Brand Image; Brand Identity; Purchase Intention; Beauty Industry.Abstract
The beauty industry has been negatively influenced by the COVID-19 pandemic since 2019, and M·A·C Cosmetics also performed a decreasing market share in recent three years. Many factors can have impacts on net sales, but the effects on factors that influence consumers' purchase intention of M·A·C Cosmetics have still not been investigated. Therefore, the purpose of this paper aims to examine the effect of M·A·C Cosmetics' brand image and brand identity on specific consumers' purchase intentions. The research was based on secondary resources and primary information study. For the primary research, a survey was carried out on a sample of 165 participants in China, and most of the respondents were knowledgeable or interested in the beauty industry. All participants in the survey were asked to assess their attitudes and purchase intention toward M·A·C Cosmetics. In order to investigate the relationship between three variables, regression analysis, and an ANOVA analysis were performed on the data. The results showed that both brand image and brand identity had a positive influence on specific consumers' purchase intentions. Additionally, there is no correlation between the declining revenue for M·A·C Cosmetics and its brand image. The research implies that marketers and strategists can focus on M·A·C Cosmetics' brand image and brand identity to achieve purchase intention.
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