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Factors affecting brand loyalty to cosmetics product: a case study of Thai consumers in Bangkok

by Kanokwan Kitrungpaiboon; Kim, Seongdok

Title:

Factors affecting brand loyalty to cosmetics product: a case study of Thai consumers in Bangkok

Author(s):

Kanokwan Kitrungpaiboon
Kim, Seongdok

Issued date:

2016

Publisher:

Assumption University Press

Citation:

AU-GSB e-JOURNAL 9, 2 (December 2016), 53-61

Abstract:

This research aims to investigate factors affecting brand loyalty to cosmetics products of Thai consumers in the Bangkok area. After reviewing related literature, four independent variables were selected in this research; word-of-mouth, perceived value, convenience, and satisfaction on product. To measure the constructs of the research instrument, a survey questionnaire was administered and data were collected from sample of 384 experienced cosmetics product purchasers in the Bangkok area, utilizing convenience sampling techniques. The significance and relationships of word-of-mouth, perceived value, convenience, and satisfaction on product towards brand loyalty to cosmetics product were tested and analyzed using the multiple linear regression. The result showed that all independent variables are positive predictors of brand loyalty to cosmetics products. This result provided important managerial implications to cosmetics industry to focus on customer retention and loyalty to enhance sustainability and profitability. Further investigation of the factors contributing to customer loyalty and in other geographical areas is highly suggested for future studies.

Subject(s):

AU-GSB e-Journal
AU-GSB e-Journal -- 2016

Keyword(s):

Brand loyalty
Convenience
Cosmetics products
Perceived value
Satisfaction on product
Word-of-mouth (WOM)

Resource type:

Journal Article

Extent:

9 pages

Type:

Text

File type:

application/pdf

Language:

eng

Rights:

This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.

Rights holder(s):

Assumption University

URI:

http://repository.au.edu/handle/6623004553/18874
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  • AU GSB: Vol. 9, No. 2 (December 2016) [4]


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Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

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