UUM ETD | Universiti Utara Malaysian Electronic Theses and Dissertation
FAQs | Feedback | Search Tips | Sitemap

Country of Origin and Brand Loyalty on Cosmetic Products Among Universiti Utara Malaysia Students

Zaribbayevich, Doniyor Azizkulov (2010) Country of Origin and Brand Loyalty on Cosmetic Products Among Universiti Utara Malaysia Students. Masters thesis, Universiti Utara Malaysia.

[img] PDF
Restricted to Registered users only

Download (1MB)


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

Item Type: Thesis (Masters)
Uncontrolled Keywords: Consumerism, Country of Origin, Brand Loyalty, Cosmetic Products
Subjects: H Social Sciences > HF Commerce. > HF5001-6182 Business
Divisions: College of Business (COB)
Depositing User: Mr Husni Ismail
Date Deposited: 14 Nov 2011 09:09
Last Modified: 24 Jul 2013 12:16
URI: http://etd.uum.edu.my/id/eprint/2475

Actions (login required)

View Item View Item