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FACTORS AFFECTING BRAND LOYALTY OF FOREIGN SKIN CARE PRODUCTS IN BEIJING, CHINA |
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| รหัสดีโอไอ | |
| Creator | Lianfei Yang |
| Title | FACTORS AFFECTING BRAND LOYALTY OF FOREIGN SKIN CARE PRODUCTS IN BEIJING, CHINA |
| Contributor | Theeranuch Pusaksrikit, Nattapan Buavaraporn |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2563 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 12 |
| Journal No. | 2 |
| Page no. | 105-131 |
| Keyword | Brand experience, Brand satisfaction, Brand trust, Brand personality, chain mediation, Brand loyalty |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | Although the scholars have studied about the value of brand loyalty and it is believed that there is relationship existing in brand trust, brand experience, brand satisfaction. However, real endogenous mechanism and external influence of brand loyalty is not fully clarified and verified. Thus, quantitative analysis will be processed to verify factors affect foreign skin care brand loyalty among Chinese consumer and explore how it functions. Through software of SPSS and Excel, 371 pieces of data collected by snowballing-sampling method by questionnaire-based survey are analyzed with correlation and regression analysis etc. Finally, there are conclusions would be drawn that Brand experience has a significantly positive effect on brand satisfaction, brand trust. brand personality., Brand trust and Brand personality has a significantly positive effect on brand loyalty. Brand experience through chain mediation of brand satisfaction, brand trust and brand personality own significant positive effect on brand loyalty. These results show that by applying the Brand loyalty conceptual model in China skin care market, it gives insight to cosmetic market players about mechanism of factors interacting with brand loyalty and instruct companies to identify, leverage factor to strengthen competitive advantage. |
