Article2012

The Influence of Brand Loyalty on Cosmetics purchase Intention of Iranian Female Consumers

Kambiz Heidarzadeh Hanzaee · Leila Andervazh

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Consumer Perception and Purchasing Behavior Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

The purpose of this research is to investigate the relationship of factors affecting brand loyalty on purchase intention by using cosmetic of female consumers in Iran. Factors affecting of brand loyalty are brand name, product quality, price, design, promotion, service quality and store environment. A total of 408 questionnaires were distributed to female cosmetic consumers aged between 16-45.The survey was distributed at Tehran city at three malls. The proposed relationships have been tested using structural equation modelling (SEM) with lisrel and visual PLS. The research results showed that there is positive and significant relationship between factors of brand loyalty (brand name, product quality, price, design, promotion, service quality and store environment) with cosmetics purchase intention. The objective of the analysis is to find out whether there is significant relationship between the variables. A scale of overall purchase intention in cosmetic sector was obtained, composed of seven factors and represented by 29 items that are significant for their measurement.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1996The Behavioral Consequences of Service Quality 1992Measuring Service Quality: A Reexamination and Extension 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1999Whence Consumer Loyalty?1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1990Delivering quality service: balancing customer perceptions and expectations 1992Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations

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