Cosmetic Industry : The Brand Loyalty Perspective of Working Women. Antecedents and Structure of Brand Loyalty for Purchasing Cosmetic Brands by Working Women

      Аннотация: Brand loyalty is considered as an essential element for sustaining in a competitive environment and for the success of any organization. It is a way of keeping customers attached to a company for longer time and for gaining competitive advantage. The brand loyalty can be attitudinal and/or behavioral. Studies were conducted to examine the relationship between brand loyalty, brand association, brand equity and brand trust. Based on the past study it is proved that brand association, brand trust, and brand equity have impact on brand loyalty. The author have conducted detailed analysis on the factors like product attributes, brand name, perceived quality, perceived risk, brand trust, brand association, consumers’ product preference and its relationship on brand loyalty. The book will be giving insights to the researchers and brand managers to study antecedents and structure of the brand loyalty.

Ключевые слова: Brand Loyalty, attitudinal loyalty, Behavioral loyalty, Brand Association, Brand Equity, Brand Trust