Abstract
The cosmetic industry in emerging economies such as Malaysia shows vast growth. However, fierce competition has forced domestic cosmetic brands to be more competitive. Brand loyalty is one of the key aspects of management to retain the competitive advantages of the market. Thus, this research would like to investigate the factors that led to the brand loyalty of the domestic cosmetics brand in Malaysia. There are four independent variables in this study, namely brand price, brand perceived value, brand satisfaction, and brand trust, while brand loyalty is a dependent variable. A correlation study was conducted to determine whether there is a positive relationship between the dependent variable and the independent variable. The purpose of this study is twofold: First, to examine the level of loyalty of domestic consumer brands; second, to investigate the relationship between brand prices, brand satisfaction, brand trust, and brand perceive value to the brand loyalty of cosmetic brand. A survey was conducted to measure these variables. A total of 200 useable questionnaires were collected from a commercial hub in Malaysia. Descriptive and correlation analysis were used to investigate the level of loyalty and to test the relationship between these variables.
Highlights
One of the promising industries in an emerging market that creates high revenue and profitability is the cosmetic industry (Hassali et al, 2015)
Since the Muslims comprise 20% of the world's population, they have begun to push the traditional cosmetics industry to listen to their voices and meet their needs, as well as to increase demand for Shariah-compliant goods which are labelled as halal cosmetic and personal care product
According to Omanga (2010) he stated that brand price has a strong influence on brand loyalty as the results show the positive relationship between brand price and brand loyalty towards the cosmetic products
Summary
One of the promising industries in an emerging market that creates high revenue and profitability is the cosmetic industry (Hassali et al, 2015). The Asia Pacific cosmetics industry's market value has increased to more than US$ 70 billion, that is, the second highest in Western Europe (Asian cosmetic, 2008). Since the Muslims comprise 20% of the world's population, they have begun to push the traditional cosmetics industry to listen to their voices and meet their needs, as well as to increase demand for Shariah-compliant goods which are labelled as halal cosmetic and personal care product. The definition covers all aspects of production within the context of Halal cosmetics, including the procurement of Halal ingredients and the use of permitted substances - all shall be made, processed, packaged and distributed in accordance with the requirements of the Shariah. Islam requires Muslims to abide by its specific guidelines and standards for goods and services consumption; (Al-Khatib et al, 1995; Rice, 1999)
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
