Behavioral customer brand loyalty among young consumer. The influence of online communities, brand experience and trendiness on cosmetics product.

It is commonly stated that consumers develop brand loyalty based on their opinion of the brand itself. Consequently, there is accumulating evidence that adopting a brand perspective positively promotes brand loyalty among customers. To date, however, the purpose of this study is to examine the relat...

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主要作者: Reetha, Subramaniam
格式: Thesis
语言:eng
eng
出版: 2022
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在线阅读:https://etd.uum.edu.my/10532/1/permission%20to%20deposit-grant%20the%20permission-828445.pdf
https://etd.uum.edu.my/10532/2/s828445_01.pdf
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id my-uum-etd.10532
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spelling my-uum-etd.105322023-04-30T01:30:10Z Behavioral customer brand loyalty among young consumer. The influence of online communities, brand experience and trendiness on cosmetics product. 2022 Reetha, Subramaniam Mohd Fauzi, Waida Irani Abd Rani, Shamsul Huda College of Business (COB) College of Business HF5415.33 Consumer Behavior. It is commonly stated that consumers develop brand loyalty based on their opinion of the brand itself. Consequently, there is accumulating evidence that adopting a brand perspective positively promotes brand loyalty among customers. To date, however, the purpose of this study is to examine the relationship between behavioural customer brand loyalty and online communities, brand experience, and trendiness. In addition, this study focused on the influence of three major variables on youthful cosmetic product consumers: online communities, brand experience, and trendiness. In order to study the link between the variables, a total of 384 questionnaires were distributed, each question was answered, and the data was analysed employing descriptive, Pearson correlation, and multiple regression techniques. According to the conclusions of this study, a large amount of influence on the behavioural customer brand loyalty can be attributed to online communities, brand experiences, and trendiness. Additionally, recommendations and consequences for future research and clinical practise were discussed. 2022 Thesis https://etd.uum.edu.my/10532/ https://etd.uum.edu.my/10532/1/permission%20to%20deposit-grant%20the%20permission-828445.pdf text eng staffonly https://etd.uum.edu.my/10532/2/s828445_01.pdf text eng public other masters Universiti Utara Malaysia
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Mohd Fauzi, Waida Irani
Abd Rani, Shamsul Huda
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Reetha, Subramaniam
Behavioral customer brand loyalty among young consumer. The influence of online communities, brand experience and trendiness on cosmetics product.
description It is commonly stated that consumers develop brand loyalty based on their opinion of the brand itself. Consequently, there is accumulating evidence that adopting a brand perspective positively promotes brand loyalty among customers. To date, however, the purpose of this study is to examine the relationship between behavioural customer brand loyalty and online communities, brand experience, and trendiness. In addition, this study focused on the influence of three major variables on youthful cosmetic product consumers: online communities, brand experience, and trendiness. In order to study the link between the variables, a total of 384 questionnaires were distributed, each question was answered, and the data was analysed employing descriptive, Pearson correlation, and multiple regression techniques. According to the conclusions of this study, a large amount of influence on the behavioural customer brand loyalty can be attributed to online communities, brand experiences, and trendiness. Additionally, recommendations and consequences for future research and clinical practise were discussed.
format Thesis
qualification_name other
qualification_level Master's degree
author Reetha, Subramaniam
author_facet Reetha, Subramaniam
author_sort Reetha, Subramaniam
title Behavioral customer brand loyalty among young consumer. The influence of online communities, brand experience and trendiness on cosmetics product.
title_short Behavioral customer brand loyalty among young consumer. The influence of online communities, brand experience and trendiness on cosmetics product.
title_full Behavioral customer brand loyalty among young consumer. The influence of online communities, brand experience and trendiness on cosmetics product.
title_fullStr Behavioral customer brand loyalty among young consumer. The influence of online communities, brand experience and trendiness on cosmetics product.
title_full_unstemmed Behavioral customer brand loyalty among young consumer. The influence of online communities, brand experience and trendiness on cosmetics product.
title_sort behavioral customer brand loyalty among young consumer. the influence of online communities, brand experience and trendiness on cosmetics product.
granting_institution Universiti Utara Malaysia
granting_department College of Business (COB)
publishDate 2022
url https://etd.uum.edu.my/10532/1/permission%20to%20deposit-grant%20the%20permission-828445.pdf
https://etd.uum.edu.my/10532/2/s828445_01.pdf
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