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Effect of Advertising on the Brand Loyalty of Cosmetic Products among College Students

Author

Listed:
  • Abraham Gyamfi Ababio

    (Department of Economics, Valley View University, Accra, Ghana)

  • Emmanuel Erastus Yamoah

    (Department of Marketing, Valley View University, Accra, Ghana.)

Abstract

This study explored the relationship between advertising and brand loyalty of cosmetic products. The multinomial logit model was used to ascertain the effect of advertising on different loyalty profiles for cosmetic products among college students. Based on a survey of 200 Ghanaian students drawn randomly, findings indicated that advertising plays no significant role on college students’ loyalty for cosmetic products. It can be argued, however, that the most promiscuous buyer is more amenable to price dispersion and friends’ recommendations.

Suggested Citation

  • Abraham Gyamfi Ababio & Emmanuel Erastus Yamoah, 2016. "Effect of Advertising on the Brand Loyalty of Cosmetic Products among College Students," International Review of Management and Marketing, Econjournals, vol. 6(1), pages 11-15.
    • Handle: RePEc:eco:journ3:2016-01-02
    as

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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Brand Loyalty; Advertising; College Students; Cosmetic Products;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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