The Effects of Brand Affect on Female Cosmetic Users Brand Loyalty in Taiwan

[[abstract]]The purpose of the study aims at the discussion of the relationships among customer perceived value, brand trust, brand affect and brand loyalty. In addition, the study uses brand trust and brand affect as mediators to analyze the relationship between customer perceived value and brand loyalty. The research subjects are female consumers who ever used cosmetics, and they are asked to respond the questionnaire on understanding the differences and influences among customer perceived value, brand trust, brand affect and brand loyalty of cosmetics usage. The results reveals that (a) customer perceived value, brand trust, brand affect and brand loyalty have a significant relationship among each other, (b) customer perceived value will affect brand loyalty through the mediation effect of brand trust and (c) customer perceived value will influence brand loyalty through the mediation effect of brand affect. In the 1970s, compact powder was the main cosmetic products in the domestic industry. At that time, cosmetic products were a luxury product because the society is still in the condition of deficiency of many things in daily life. Therefore, there are not too many chances to use cosmetics, and the most occasions to apply cosmetics are in a wedding ceremony or Chinese New Year. However, putting on make-up is believed as a suitable manner in any occasion nowadays. Also, following the spreading of cosmetic knowledge, the change of social viewpoint, and the high frequency of interpersonal interaction, the consumption in cosmetics has also increased (Dai, 1998). Thus, cosmetics has changed from a luxury product to a popular product because of the human nature in good looking, the increase of cosmetics requirement and the decrease of users' age. In the meantime, the trend of male consumers in cosmetics is increasing yearly. Furthermore, the rising of new cosmetic products and new marketing channels also impact the market. Especially, the number of the specialty stores for famous brand cosmetics have mushroomed in many areas. The speed of expansion and scope of the impact of famous brand cosmetics are out of imagination. Buying famous brand cosmetics becomes a symbol for a person. However, these famous brand cosmetics still need to focus on their target markets. No matter business in Taiwan or global market the competition is always aggressive, business operators have to seek for their market competitive advantages in order to operate and grow continuously