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Country of origin and brand loyalty on cosmetic products among Universiti Utara Malaysia students

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  • Doniyor Azuizkulov

    (Universiti Utara. Malaysia.)

Abstract

The purpose of this study is to examine the effect of brand loyalty on the country of origin, in the context of cosmetic and skin-care products (i.e. makeup). The study also examines the students’ demography on the relationship between brand reputation and purchase behavior. In this study, brand loyalty is conceptualized as a dependent variable and its relationship with other independent variables (i.e. country of origin, students’ demography, brand reputation, purchase behavior and cosmetic brands). The students who had purchased and personally used cosmetic and skin-care products were participants in this study. Data from 277 participants were used for the statistical analysis. The data were collected from UUM students. Limitations of the study and recommendations for future researchers are also are included in this study. Furthermore, this study explores brand loyalty behavior on cosmetic and skin-care products and examines key brand loyalty factors: brand name product quality, price, style, and service quality. Student consumers classified in two categories by their degree on brand loyalty: hard-core loyal consumers and brand switchers. The study concludes that brand name, style, and price are the key brand factors which can distinguish hard-core loyal consumers and brand switchers. Brand name and price have more influence on the brand loyalty of hard-core loyal consumers.

Suggested Citation

  • Doniyor Azuizkulov, 2013. "Country of origin and brand loyalty on cosmetic products among Universiti Utara Malaysia students," Economic Analysis Working Papers (2002-2010). Atlantic Review of Economics (2011-2016), Colexio de Economistas de A Coruña, Spain and Fundación Una Galicia Moderna, vol. 2, pages 1-1, December.
    • Handle: RePEc:eac:articl:07/12
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    File URL: http://www.unagaliciamoderna.com/eawp/coldata/upload/cosmetic_products_malaysia.pdf
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    References listed on IDEAS

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    Cited by:

    1. Mark Dirikorigha SALVATION, 2018. "The relationship between product match-up in advertisement and consumers’ purchase intention of personal care products," Computational Methods in Social Sciences (CMSS), "Nicolae Titulescu" University of Bucharest, Faculty of Economic Sciences, vol. 6(1), pages 55-64, June.
    2. Jalal Hanaysha & Haim Hilman, 2015. "Advertising and country of origin as key success factors for creating sustainable brand equity," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 5(7), pages 141-152, July.

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