The effect of self expressive value and perceived value on Malaysian cosmetic brand loyalty: the mediating role of brand identification & word of mouth / Norzalita Abd Aziz and Hafaz Ngah.

• المؤلفون الرئيسيون: Abd Aziz, Norzalita, Ngah, Hafaz
• التنسيق: مقال
• اللغة: English
• منشور في: Accounting Research Institute (ARI) and UiTM Press, Universiti Teknologi MARA 2019
• الموضوعات: Branding (Marketing); Market surveys. Including brand choice. Brand loyalty
• الوصول للمادة أونلاين: http://ir.uitm.edu.my/id/eprint/29369/1/29369.pdf; http://ir.uitm.edu.my/id/eprint/29369/

Competition in the cosmetic industries is stiff as more industrial players are striving to capture the market in Malaysia. Cosmetics play a crucial role in addressing image or presentation to others. There is a dearth of information concerning consumers’ perception of the Malaysian Cosmetic Brand (M...