Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)

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The Strategy of Maybelline to Increase Consumers’ Purchase Intentions

Authors
Yiyang Chen1, †, Xinyi Feng2, *, †, Zhenyu He3, †, Yingtong Liu4, †
1Department of Chinese, Sun Yat-sen University, Guangzhou, 510000, China
2Business, Organization and Society Major, Franklin and Marshall College, PA, 17603, United States
3Chongqing Yucai Secondary School, Chongqing, 400050, China
4Department of Chinese, Kang Chiao International School, Xi’an, 710000, China
†

These authors contributed equally.

*Corresponding author Email: xfeng@fandm.edu
Corresponding Author
Xinyi Feng
Available Online 29 April 2022.
DOI
10.2991/aebmr.k.220405.327How to use a DOI?
Keywords
Maybelline; cosmetics; SWOT analysis; brand image; advertising communication; purchase intention
Abstract

Maybelline is a cosmetics brand with significant influence worldwide. It was created by Thomas Williams in 1991 and it included five primary product lines. Maybelline’s brand mission of providing innovative, accessible, and effortless cosmetics for every woman impressed many people. The purpose of this study is to explore how brand image and advertising communication can enhance customers’ purchasing intentions in Maybelline’s future development. The paper analyzed the theory for brand image and advertising communication and adopted the SWOT analysis method to comprehensively discuss Maybelline’s internal and external strengths, weaknesses, opportunities, and threats. This research concluded that both the brand image and advertising strategies are two primary factors that influence consumers’ willingness; both factors positively affect Maybelline’s development and increase consumers’ purchasing intentions. Discussing the relationship between consumers and the brand is a necessary process that every brand must go through. It can analyze whether the marketing strategy implemented by the brand can effectively attract more consumers’ attention. Lastly, learn about existing problems and threats from SWOT analysis and then improve strategies.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 April 2022
ISBN
10.2991/aebmr.k.220405.327
ISSN
2352-5428
DOI
10.2991/aebmr.k.220405.327How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Yiyang Chen
AU  - Xinyi Feng
AU  - Zhenyu He
AU  - Yingtong Liu
PY  - 2022
DA  - 2022/04/29
TI  - The Strategy of Maybelline to Increase Consumers’ Purchase Intentions
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 1959
EP  - 1966
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.327
DO  - 10.2991/aebmr.k.220405.327
ID  - Chen2022
ER  -