Usman Yousaf, Rida Zulfiqar, Madiha Aslam, Mohsin Altaf
STUDYING BRAND LOYALTY IN THE COSMETICS INDUSTRY
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.
Keywords: brand credibility, brand awareness, brand association, perceived quality, product knowledge, brand loyalty
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|MLA||Yousaf, Usman, et al. "Studying brand loyalty in the cosmetics industry." Logforum 8.4 (2012): 6.|
|APA||Usman Yousaf1, Rida Zulfiqar2, Madiha Aslam2, Mohsin Altaf2 (2012). Studying brand loyalty in the cosmetics industry. Logforum 8 (4), 6.|
|ISO 690||YOUSAF, Usman, et al. Studying brand loyalty in the cosmetics industry. Logforum, 2012, 8.4: 6.|