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STUDYING BRAND LOYALTY IN THE COSMETICS INDUSTRY

100%

Altaf M. , Yousaf U. , Zulfiqar R. , Aslam M.

LogForum

2012

tom 8

nr 4

Background: The purpose of this research is to know the brand loyalty and contribute to the knowledge that how brand credibility, brand awareness, brand association, perceived quality, and product knowledge is important to build brand loyalty. Method: Data were collected from the female's students of department from the university of Sargodha Final analysis was performed on 125 valid respondents. Cronbach's Alpha statistic was used in order to check the reliability of the scale. Regression was used in order to test the hypothesis. Correlation analysis was used to study the relationship between the variables such that this analysis studied the positive relation of all the independent variables (brand credibility, brand awareness, brand association, perceived quality and product knowledge) with the dependent variable (brand loyalty). Results and Conclusion: The results indicate the positive relationships between brand credibility, brand awareness, brand association, perceived quality, product knowledge (independent variables) and brand loyalty (dependent variables). Further among all the variables studied brand awareness has the highest impact on brand loyalty and according to this research L'Oreal consumer is more as compare to other brands. Although this research specifically studies the Brand Loyalty in University of Sargodha. However more importantly, the purpose of this study is that cosmetic industry must focus on brand association, perceived quality, product knowledge, brand credibility in order to build Brand Loyalty. To the best of researcher's knowledge, this research is first of its kind in the University of Sargodha which studies student's credibility, awareness, association, perceived quality, product knowledge and loyalty toward their favorite cosmetics brand. The results of this study are limited by the specificity of the geographic context by taking a sample of 125 students of one department from total population of University of Sargodha. This study can be expanded to different universities of Pakistan.

INTERACTION EFFECT OF COUNTRY OF MANUFACTURE AND BRAND AWARENESS ON MALAYSIAN YOUNG ADULTS PURCHASE INTENTION OF LOW INVOLVEMENT PRODUCT

84%

Chui Seong Lim C. S. , Kay Tze Hong K. T. , Siew Chin Wong S. C. , Louisa Hew Wei Yee L. H. W.

Marketing Instytucji Naukowych i Badawczych

2021

nr 1 (39)

67-92

This study aims to examine the interaction effect of country of manufacture and brand awareness, packaging and price impact on the purchase intention of toothpaste among young adults in Malaysia. As previous studies show, the country of origin should not be taken as a single clue, as it exaggerates the country of origin effect. This study evaluates the effect of the country of origin effect on the low-involvement good (toothpaste). The Cue Utilization Theory was used to explain how the consumer uses product cues to rate a product before making a purchase decision. Study data are analysed using SmartPLS. The results of this study showed that all variables influence consumer purchase intention for toothpaste. IPMA analysis showed that the interaction effect of the country of manufacture and brand awareness are important factors.

Celem niniejszego opracowania jest zbadanie wpływu interakcji pomiędzy krajem produkcji a świadomością marki, opakowaniem i ceną na intencję zakupu pasty do zębów wśród młodych dorosłych w Malezji. Jak pokazują wcześniejsze badania, kraj pochodzenia nie powinien być traktowany jako pojedyncza wskazówka, ponieważ wyolbrzymia on efekt kraju pochodzenia. Niniejsze badanie ocenia wpływ efektu kraju pochodzenia na dobro o niskim stopniu zaangażowania (pastę do zębów). Teoria Wykorzystania Wskazówek została wykorzystana do wyjaśnienia, w jaki sposób konsument wykorzystuje wskazówki dotyczące produktu do oceny produktu przed podjęciem decyzji o zakupie. Dane z badania analizowane są za pomocą programu SmartPLS. Wyniki badania wykazały, że wszystkie zmienne wpływają na intencję zakupu pasty do zębów przez konsumenta. Analiza IPMA wykazała, że efekt interakcji kraju produkcji i świadomości marki są istotnymi czynnikami.