Open AccessEffect of Brand Loyalty on Purchase Intention in Cosmetics Industry
Author(s) -
Shahid Hameed,
Munaza Kanwal
Publication year - 2018
Publication title -
research in business and management
Language(s) - English
Resource type - Journals
ISSN - 2330-8362
DOI - 10.5296/rbm.v5i1.12704
Subject(s) - brand loyalty , advertising , business , marketing , brand awareness , competitor analysis , brand management , brand equity , product (mathematics) , brand extension , loyalty business model , promotion (chess) , cosmetics , quality (philosophy) , loyalty , service quality , mathematics , service (business) , medicine , philosophy , geometry , epistemology , pathology , politics , political science , law
There is a huge expenditure for cosmetics estimated around the world. Many competitors try to capture the market and compete aggressively. The principle of this study is to examine the impact of brand loyalty on the purchase intention of customer or evaluate that how much buying behavior of consumer are influenced by brand loyalty and what factors or variable influence the brand loyalty. There are six variables that influence on brand loyalty is brand name, product quality, price, design, promotion, store environment. The 80 questioner is filled from the female consumer of cosmetic product to investigate the purchase intention influenced by brand loyalty. For this purpose linear regression method used for analysis. The result of this study shows that there is a positive significant impact of brand loyalty on purchase intention and also there is a positive significant relationship between the variables (brand name, product quality, price, design, promotion, store environment) and brand loyalty of cosmetics.