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The effects of brand value on brand loyalty toward cosmetics and skin care products: Proactive and reactive reactions to sustainability
| Content Provider | Scilit |
|---|---|
| Author | Kinanti, N. Alversia, Y. |
| Copyright Year | 2020 |
| Description | Global consumers are increasingly aware of and concerned about issues of sustainability, whether environmental or social, due to business practices. The awareness is shown through the products they consume. Indonesian consumers have also shown their concern over sustainability issues, especially by increasingly choosing cosmetics and skin-care products made from natural ingredients. Based on the phenomenon of concerns over sustainability, this research aims to analyze the effects of perceived brand value on brand loyalty across two product categories: sustainable brand and conventional brands of cosmetics and skin-care products. This research has several hypotheses to be tested, and data was collected through an online questionnaire with the sample of 232 respondents. The results show that perceived brand value has significant effect on brand trust and brand affect in both sustainable brand and conventional brand categories. Book Name: Contemporary Research on Business and Management |
| Related Links | https://content.taylorfrancis.com/books/download?dac=C2019-0-11805-8&isbn=9781003035985&doi=10.1201/9781003035985-78&format=pdf |
| Ending Page | 336 |
| Page Count | 5 |
| Starting Page | 332 |
| DOI | 10.1201/9781003035985-78 |
| Language | English |
| Publisher | Informa UK Limited |
| Publisher Date | 2020-09-15 |
| Access Restriction | Open |
| Subject Keyword | Book Name: Contemporary Research On Business and Management Brand Value Skin Care Products Cosmetics and Skin Effect On Brand |
| Content Type | Text |
| Resource Type | Chapter |
