Influence of Brand Identification and Promotions on Consumer Purchase Intention –Costmetic Brand VICHY members as an example

近年來化妝品業者面對品牌輩出競爭激烈，加上經濟不景氣的市場環境，往往藉由減價、低價或其它服務性產品以刺激買氣，因此本研究探討促銷推廣策略及經營品牌認同感對化妝品消費者之購買意願的影響，以法國品牌VICHY薇姿會員為研究對象做實證分析。 參考Campbell & Diamond(1990)研究定義促銷工具，並依據化妝品業界經常使用之促銷方法，將促銷活動方式分為價格促銷與非價格促銷，在價格促銷方面，則以降價折扣、折價券（下次購買使用）為主；非價格促銷則依化妝品業之特性，分別以贈品、會員獨享、免費膚質檢測、免費美容教學為探討；品牌認同感則依據Kevin Lane Keller(1993)提出的CBBE模型(Customer Based Brand Equity) ，分為四階級不同程度，由低到高：品牌標識、品牌內涵、品牌反應、品牌關係。 本研究主要研究成果分為兩部分: (1) 不同的促銷活動確實對消費者對化妝的購買意願有不同的效果；(2) 消費者對品牌認同感的不同，會影響促銷活動之購買意願。 本研究結果證實，對品牌有忠誠消費的消費者對促銷活動之購買意願並非最高，表示當消費者對品牌有忠誠度時，促銷活動並不是影響其購買意願的最大原因，在無促銷活動時，也有對品牌產品的購買意願，以此證明經營品牌認同感對品牌投資而言，長期績效而言，都有正面的效果。然而對品牌認同感程度中等「品牌反應」之消費者，可以促銷提高其購買意願，但也建議同時持續以品牌溝通，提升其品牌認同感至「品牌關係」程度，降低其對促銷活動的依賴，更能確保品牌長期的績效。In recent years, cosmetics industry faces intense competition, along with the economic boom. Therefore, the cosmetics brands tend to push sales by price reductions, low-priced products or other promotions. The study was to find out how promotions and brand identification work together on the consumer purchasing willingness of cosmetics. The study object is the French brand-VICHY members. The study referred to Campbell & Diamond (1990) research and adopted promotional methods which cosmetics industry used most often to define promotions. Promotions were divided into two parts: price promotion and non-price promotion. Regarding brand identity, it made use of CBBE model (Customer Based Brand Equity) by Kevin Lane Keller (1993). Four levels were identified from low to high: brand identity, brand meaning, brand response, and brand relationship. Two main findings in the study: (1) different promotions had different effects on purchase intention; (2) consumers with different brands identification had different purchase intention of promotions. The results confirmed loyal consumers’ purchase intention was not the highest one to promotions compared to others, which indicated when the consumers had high loyalty, promotion was not the main reason to drive their purchase intention. It proved that investment on brand identification could drive long-term sales performance