TY  - JOUR
TT  - Effect of Advertising on the Brand Loyalty of Cosmetic Products among College Students
AU  - Ababio, Abraham Gyamfi
AU  - Yamoah, Emmanuel Erastus
PY  - 2016
DA  - March
JF  - International Review of Management and Marketing
JO  - IRMM
PB  - İlhan ÖZTÜRK
WT  - DergiPark
SN  - 2146-4405
SP  - 11
EP  - 15
VL  - 6
IS  - 1
KW  - Brand loyalty
KW  - advertising
KW  - college students
KW  - cosmetic products
N2  - This study explored the relationship between advertising and brand loyalty of cosmetic products. The multinomial logit model was used to ascertain the effect of advertising on different loyalty profiles for cosmetic products among college students. Based on a survey of 200 Ghanaian students drawn randomly, findings indicated that advertising plays no significant role on college students’ loyalty for cosmetic products. It can be argued, however, that the most promiscuous buyer is more amenable to price dispersion and friends’ recommendations.
UR  - https://dergipark.org.tr/en/pub/irmm/issue//355868
L1  - https://dergipark.org.tr/en/download/article-file/367584
ER  -