A Study of Consistency between Brand Image and Self Concept for Male Consumer Behavior

• Main Authors: Ya-Fu Lin, 林雅芙
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/65791439413429991062

碩士 === 銘傳大學 === 傳播管理學系碩士班 === 99 === Brand image is formed by consumers based on personal impression, purchasing experience, and advertisement. Brand image, created by consumers themselves, differentiates the specific product from others in the market. Consumers form their own self-image by means of the uniqueness of particular brand image. Previous research also points out that many consumers prefer products that match with their self-concept. This thesis therefore attempts to analyze the related consistency of brand image and self-image of male skin care products. Five brands are included in this research :L’OREAL, MENTHOLATUM, NIVEA, NEUTROGENA and BIORE. The research used on-line survey, and received 384 surveys. Based on the results, men want to be a charismatic, confident, calm, clean and popular person with great taste. Moreover, the research confirmed that the influence of consistency between brand image and consumers’ self-concept on the purchase of male skin care products The final result of this research is to present viable marketing strategies for vendors in the male skin care market.