Investigating the Brand Loyalty of Domestic Cosmetic in an Emerging Market

The cosmetic industry in emerging economies such as Malaysia shows vast growth. However, fierce competition has forced domestic cosmetic brands to be more competitive. Brand loyalty is one of the key aspects of management to retain the competitive advantages of the market. Thus, this research would...

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Autores principales:	Mohd Kassim Norizan, Binti Jamaludin Nurfatihah Akmal, Hussain Shaari Zullina
Formato:	article
Lenguaje:	EN FR
Publicado:	EDP Sciences 2021
Materias:	brand loyalty brand price brand trust brand perceive value brand satisfaction domestic cosmetic brand Social Sciences H
Acceso en línea:	https://doaj.org/article/ffbd60f6d4a94c6ba10a9017fec7dfea
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spelling	oai:doaj.org-article:ffbd60f6d4a94c6ba10a9017fec7dfea2021-12-02T17:15:13ZInvestigating the Brand Loyalty of Domestic Cosmetic in an Emerging Market2261-242410.1051/shsconf/202112405001https://doaj.org/article/ffbd60f6d4a94c6ba10a9017fec7dfea2021-01-01T00:00:00Zhttps://www.shs-conferences.org/articles/shsconf/pdf/2021/35/shsconf_icmesh2020_05001.pdfhttps://doaj.org/toc/2261-2424The cosmetic industry in emerging economies such as Malaysia shows vast growth. However, fierce competition has forced domestic cosmetic brands to be more competitive. Brand loyalty is one of the key aspects of management to retain the competitive advantages of the market. Thus, this research would like to investigate the factors that led to the brand loyalty of the domestic cosmetics brand in Malaysia. There are four independent variables in this study, namely brand price, brand perceived value, brand satisfaction, and brand trust, while brand loyalty is a dependent variable. A correlation study was conducted to determine whether there is a positive relationship between the dependent variable and the independent variable. The purpose of this study is twofold: First, to examine the level of loyalty of domestic consumer brands; second, to investigate the relationship between brand prices, brand satisfaction, brand trust, and brand perceive value to the brand loyalty of cosmetic brand. A survey was conducted to measure these variables. A total of 200 useable questionnaires were collected from a commercial hub in Malaysia. Descriptive and correlation analysis were used to investigate the level of loyalty and to test the relationship between these variables.Mohd Kassim NorizanBinti Jamaludin Nurfatihah AkmalHussain Shaari ZullinaEDP Sciencesarticlebrand loyaltybrand pricebrand trustbrand perceive valuebrand satisfactiondomestic cosmetic brandSocial SciencesHENFRSHS Web of Conferences, Vol 124, p 05001 (2021)
institution	DOAJ
collection	DOAJ
language	EN FR
topic	brand loyalty brand price brand trust brand perceive value brand satisfaction domestic cosmetic brand Social Sciences H
spellingShingle	brand loyalty brand price brand trust brand perceive value brand satisfaction domestic cosmetic brand Social Sciences H Mohd Kassim Norizan Binti Jamaludin Nurfatihah Akmal Hussain Shaari Zullina Investigating the Brand Loyalty of Domestic Cosmetic in an Emerging Market
description	The cosmetic industry in emerging economies such as Malaysia shows vast growth. However, fierce competition has forced domestic cosmetic brands to be more competitive. Brand loyalty is one of the key aspects of management to retain the competitive advantages of the market. Thus, this research would like to investigate the factors that led to the brand loyalty of the domestic cosmetics brand in Malaysia. There are four independent variables in this study, namely brand price, brand perceived value, brand satisfaction, and brand trust, while brand loyalty is a dependent variable. A correlation study was conducted to determine whether there is a positive relationship between the dependent variable and the independent variable. The purpose of this study is twofold: First, to examine the level of loyalty of domestic consumer brands; second, to investigate the relationship between brand prices, brand satisfaction, brand trust, and brand perceive value to the brand loyalty of cosmetic brand. A survey was conducted to measure these variables. A total of 200 useable questionnaires were collected from a commercial hub in Malaysia. Descriptive and correlation analysis were used to investigate the level of loyalty and to test the relationship between these variables.
format	article
author	Mohd Kassim Norizan Binti Jamaludin Nurfatihah Akmal Hussain Shaari Zullina
author_facet	Mohd Kassim Norizan Binti Jamaludin Nurfatihah Akmal Hussain Shaari Zullina
author_sort	Mohd Kassim Norizan
title	Investigating the Brand Loyalty of Domestic Cosmetic in an Emerging Market
title_short	Investigating the Brand Loyalty of Domestic Cosmetic in an Emerging Market
title_full	Investigating the Brand Loyalty of Domestic Cosmetic in an Emerging Market
title_fullStr	Investigating the Brand Loyalty of Domestic Cosmetic in an Emerging Market
title_full_unstemmed	Investigating the Brand Loyalty of Domestic Cosmetic in an Emerging Market
title_sort	investigating the brand loyalty of domestic cosmetic in an emerging market
publisher	EDP Sciences
publishDate	2021
url	https://doaj.org/article/ffbd60f6d4a94c6ba10a9017fec7dfea
work_keys_str_mv	AT mohdkassimnorizan investigatingthebrandloyaltyofdomesticcosmeticinanemergingmarket AT bintijamaludinnurfatihahakmal investigatingthebrandloyaltyofdomesticcosmeticinanemergingmarket AT hussainshaarizullina investigatingthebrandloyaltyofdomesticcosmeticinanemergingmarket
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Investigating the Brand Loyalty of Domestic Cosmetic in an Emerging Market

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