A COMPARATIVE STUDY AMONG VARIOUS COSMETIC BRAND ON THEIR FUNCTIONAL AND SYMBOLIC BRAND BELIEF

A COMPARATIVE STUDY AMONG VARIOUS COSMETIC BRAND ON THEIR FUNCTIONAL AND SYMBOLIC BRAND BELIEF
Author(s):
Abhimanyu Bharadwaj , Dr. George Thomas , Dr.Suvijna Awasthi
Keywords:
Brand Image, Satisfaction, Loyalty, Brand Strategy, Colour Cosmetic Product
Abstract
The purpose of this study is to examine the effect of brand image benefits on satisfaction and loyalty intention in the context of colour cosmetic product. Five brand image benefits consisting of functional, social, symbolic, experiential and appearance enhances were investigated. A survey carried out on 97 females showed that functional and appearance enhances significantly affect loyalty intention. Four of brand image benefits: functional, social, experiential, and appearance enhances are positively related to overall satisfaction. The results also indicated that overall satisfaction does influence customers' loyalty. The results imply that marketers should focus on brand image benefits in their effort to achieve customer loyalty.
Article Details
Unique Paper ID: 150232 Publication Volume & Issue: Volume 7, Issue 4 Page(s): 252 - 257
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