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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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 |
| _version_ |
1776103837455613952 |