| dc.description.abstract | Nowadays, men pay more attention to their appearance than ever before, so
the demand for beauty products increased remarkably. Catching up with this trend, many men‟ skin care product brands have been launched into Vietnam market, that make consumers confuse to choose the product that prestigious and suitable with their skin. The research of Chi,Yeh and Chion in 2009 showed that during their purchase decision, the consumers would not only concern on product value, but also on business image, and brand equity. A major concern is “which dimensions of brand equity impact on purchase intention of young male towards men’s skin care products?”
This study aims to discuss the relationship between brand equity (including brand awareness, brand association, perceived quality and brand loyalty) and purchase intention. Quantitative research method was applied in this study.141 reliable responses were collected and analyzed with SPSS software. The result showed that perceived quality, brand loyalty and brand awareness have a positive relationship with purchase intention while brand association doesn‟t.
Although there are limitations of this study, the author hopes that it contributes implications for cosmetic company when they want to increase sales of men‟ skin care products. | en_US |
