| Summary: | 碩士 === 文化大學 === 國際企業管理研究所 === 82 === Brand loyalty is the most important factor that influence the consumer''''s really buying behavior. According to theory, the consumer'''' spersonality speciality and brand attitude have the probability of influence of his brand loyalty aiso. The paper try to analyze the subject matter to womanly colorful make-up.
Sampling the womankind consumer''''s living in Taipei and designing the questionnaire about the correlation between three variables and then analyzing the response, the study has found some information, and get the conclusions on study:
1.The influence of personality speciality on brand loyalty
The regression results fail to support the hypotheses that consumer’s personality speciality has the influence on brand loyalty, because the study has not any statistically significat coefficient. After researching the difference of differences of the twelve personality specialities among seven brands, we also get the same weak support towards the extent.
2.The Influence of brand attitude on brand loyalty
The results from the study to womanly colorful makeup strong evidence that the consumer''''s brand attitude has a direct relationship to the brand loyalty toward the extent. In the study, the coefficient for the brand attitude variable is positive and statistically significant.
|
|---|
