| dc.description.abstract | As global Cosmetic and Toiletries industry rising and flourishing, and the domestic Cosmetic and Toiletries market is quite large, also, the growth rate of domestic Cosmetic and Toiletries is startling. Cosmetic has already been a part of life, besides, the brand image is also a popular and important issue. I noticed that SHISEIDO which founded from japan is the leader of japan cosmetic industry. SHISEIDO established the flagship story on bustling area like Tokyo, Ginza and Shibuya, it improves the image and attracts many consumers. Shopping at internet is much popular recently, but, the store and the outlet still exist. Paper and thesis which discussed cosmetic and brand image have already a lot, while which study flagship story of cosmetic is relatively few. The objectives of this research are analyze subjects of SHISEIDO flagship story in japan and focuses on investigate the willingness of consumers to purchase cosmetics, and explores whether the brand image of subjects of SHISEIDO flagship story brings any influence on their buying intention. The research adopts Keller’s (1993) concept of brand and other experts’ opinion to build framework.Valid samples responded is 229, the research uses linear structure model to verify the causal relationships among the latent variables and prove the hypothesis.Further, the research gives cosmetic business some suggestions of operation. | en_US |