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

• Main Author: Reetha, Subramaniam
• Format: Thesis
• Language: English; English
• Published: 2022
• Subjects: HF5415.33 Consumer Behavior.
• Online Access: 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; https://etd.uum.edu.my/10532/

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.