Title:
BRAND IMAGE AND CONSUMER PURCHASE INTENTION?AN EMPIRICAL EXPLORATION

Authors:
Wang Hong ,China

Abstract:
This paper intends to study the relationship between the cosmetic enterprise corporate social responsibility and the consumer purchase intention by exploring the influence of the brand image of the cosmetic enterprise on the purchase intention of the consumers. It concludes that social responsibility of cosmetic enterprises has a positive influence on the sustainability of the enterprise? social responsibility of cosmetic enterprises has a positive influence on the brand image of the enterprise; corporate brand image has a positive influence on the consumer purchase intention; the sustainability of the enterprise has a positive effect on the consumer purchase intention; corporate social responsibility has a direct and positive effect on consumer purchase intention; and corporate social responsibility has an indirect and positive effect on consumer purchase intention.