Factors affecting brand loyalty to cosmetics product: a case study of Thai consumers in Bangkok
Factors affecting brand loyalty to cosmetics product: a case study of Thai consumers in Bangkok
au.link.externalLink | [Full Text] (http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/2539/1732) | |
dc.contributor.author | Kanokwan Kitrungpaiboon | |
dc.contributor.author | Kim, Seongdok | |
dc.date.accessioned | 2017-01-19T03:52:54Z | |
dc.date.available | 2017-01-19T03:52:54Z | |
dc.date.issued | 2016 | |
dc.description.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. | en_US |
dc.format.extent | 9 pages | en_US |
dc.format.mimetype | application/pdf | en_US |
dc.identifier.citation | AU-GSB e-JOURNAL 9, 2 (December 2016), 53-61 | en_US |
dc.identifier.issn | 1906-3296 | |
dc.identifier.uri | https://repository.au.edu/handle/6623004553/18874 | |
dc.language.iso | eng | en_US |
dc.publisher | Assumption University Press | en_US |
dc.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. | en_US |
dc.rights.holder | Assumption University | en_US |
dc.subject | Brand loyalty | en_US |
dc.subject | Convenience | en_US |
dc.subject | Cosmetics products | en_US |
dc.subject | Perceived value | en_US |
dc.subject | Satisfaction on product | en_US |
dc.subject | Word-of-mouth (WOM) | en_US |
dc.subject.other | AU-GSB e-Journal | |
dc.subject.other | AU-GSB e-Journal -- 2016 | |
dc.title | Factors affecting brand loyalty to cosmetics product: a case study of Thai consumers in Bangkok | en_US |
dc.type | Text | en_US |
mods.genre | Journal Article | en_US |
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