Factor affecting University students’ brand loyalty towards foreign brand beauty and skin care product

It is normally argued that consumers become loyal to a particular brand based on their perception toward the brands itself. As a result, there is growing evidence that adopting a brand perception positively influences consumers‟ brand loyalty. To date, however, this research aims to investigate the...

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Main Author:	Nurul Nadia Ashikin, Japeri
Format:	Thesis
Language:	eng eng
Published:	2015
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/5678/1/s815346_01.pdf https://etd.uum.edu.my/5678/2/s815346_02.pdf
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id	my-uum-etd.5678
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Abdul Talib, Asmat Nizam
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Nurul Nadia Ashikin, Japeri Factor affecting University students’ brand loyalty towards foreign brand beauty and skin care product
description	It is normally argued that consumers become loyal to a particular brand based on their perception toward the brands itself. As a result, there is growing evidence that adopting a brand perception positively influences consumers‟ brand loyalty. To date, however, this research aims to investigate the relationship between brand consciousness with perceived quality, emotional value and brand involvement. In addition, this research also concentrated on the influence of three key variables which is perceived quality, emotional value and brand involvement on university students‟ brand loyalty toward foreign brand beauty and skin care product. A total of 318 students in UUM participated in the survey. Using multiple regression analysis, the study finds that brand consciousness is positively related to perceived quality and emotional value, but not to brand involvement of a foreign brand beauty and skin care product. Perceived quality and emotional value positively influence toward foreign beauty and skin care product, while brand involvement negatively influence brand loyalty. This study provides valuable implication for international or foreign marketer who plans to enter Malaysian market. Based on the finding, international or foreign marketer should focus on quality and emotional aspects of their brand in order to attract Malaysian consumers, especially for those who are brand conscious
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Nurul Nadia Ashikin, Japeri
author_facet	Nurul Nadia Ashikin, Japeri
author_sort	Nurul Nadia Ashikin, Japeri
title	Factor affecting University students’ brand loyalty towards foreign brand beauty and skin care product
title_short	Factor affecting University students’ brand loyalty towards foreign brand beauty and skin care product
title_full	Factor affecting University students’ brand loyalty towards foreign brand beauty and skin care product
title_fullStr	Factor affecting University students’ brand loyalty towards foreign brand beauty and skin care product
title_full_unstemmed	Factor affecting University students’ brand loyalty towards foreign brand beauty and skin care product
title_sort	factor affecting university students’ brand loyalty towards foreign brand beauty and skin care product
granting_institution	Universiti Utara Malaysia
granting_department	Ghazali Shafie Graduate School of Government
publishDate	2015
url	https://etd.uum.edu.my/5678/1/s815346_01.pdf https://etd.uum.edu.my/5678/2/s815346_02.pdf
_version_	1747827967173591040
spelling	my-uum-etd.56782021-04-04T08:53:51Z Factor affecting University students’ brand loyalty towards foreign brand beauty and skin care product 2015 Nurul Nadia Ashikin, Japeri Abdul Talib, Asmat Nizam Ghazali Shafie Graduate School of Government Ghazali Shafie Graduate School of Government HF5415.33 Consumer Behavior. It is normally argued that consumers become loyal to a particular brand based on their perception toward the brands itself. As a result, there is growing evidence that adopting a brand perception positively influences consumers‟ brand loyalty. To date, however, this research aims to investigate the relationship between brand consciousness with perceived quality, emotional value and brand involvement. In addition, this research also concentrated on the influence of three key variables which is perceived quality, emotional value and brand involvement on university students‟ brand loyalty toward foreign brand beauty and skin care product. A total of 318 students in UUM participated in the survey. Using multiple regression analysis, the study finds that brand consciousness is positively related to perceived quality and emotional value, but not to brand involvement of a foreign brand beauty and skin care product. Perceived quality and emotional value positively influence toward foreign beauty and skin care product, while brand involvement negatively influence brand loyalty. This study provides valuable implication for international or foreign marketer who plans to enter Malaysian market. Based on the finding, international or foreign marketer should focus on quality and emotional aspects of their brand in order to attract Malaysian consumers, especially for those who are brand conscious 2015 Thesis https://etd.uum.edu.my/5678/ https://etd.uum.edu.my/5678/1/s815346_01.pdf text eng public https://etd.uum.edu.my/5678/2/s815346_02.pdf text eng public masters masters Universiti Utara Malaysia Amine, A. 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