Abdul Talib, Asmat Nizam and Japeri, Nadia (2020) Brand consciousness and brand loyalty: A study on foreign brand beauty and skin care products. In: Economic, Educational, and Touristic Development in Asia. IGI Global, pp. 106-126. ISBN 9781799822394

Full text not available from this repository. (Request a copy)

Abstract

It is often argued that consumers become loyal to a particular brand based on their perception of the brand itself. This study investigates the relationship between brand consciousness and three key variables: perceived quality, emotional value, and brand involvement. It also examines the influence of these three variables on students' brand loyalty to foreign-brand beauty and skin care products. A total of 318 female students from a public university in Malaysia participated in the survey. Using multiple regression analysis, the study found that brand consciousness is positively related to perceived quality and emotional value, but not brand involvement. Perceived quality and emotional value positively influence loyalty toward foreign beauty and skin care products, while brand involvement negatively influences brand loyalty.

Item Type:	Book Section
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Othman Yeop Abdullah Graduate School of Business
Depositing User:	Mrs. Norazmilah Yaakub
Date Deposited:	16 Aug 2020 01:45
Last Modified:	16 Aug 2020 01:45
URI:	https://repo.uum.edu.my/id/eprint/27344

Actions (login required)

View Item