EN
Effect of Advertising on the Brand Loyalty of Cosmetic Products among College Students
Abstract
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.
Keywords
Details
Primary Language
English
Subjects
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Journal Section
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Publication Date
March 1, 2016
Submission Date
March 1, 2016
Acceptance Date
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Published in Issue
Year 2016 Volume: 6 Number: 1
APA
Ababio, A. G., & Yamoah, E. E. (2016). Effect of Advertising on the Brand Loyalty of Cosmetic Products among College Students. International Review of Management and Marketing, 6(1), 11-15. https://izlik.org/JA44RF87HE
AMA
1.Ababio AG, Yamoah EE. Effect of Advertising on the Brand Loyalty of Cosmetic Products among College Students. IRMM. 2016;6(1):11-15. https://izlik.org/JA44RF87HE
Chicago
Ababio, Abraham Gyamfi, and Emmanuel Erastus Yamoah. 2016. “Effect of Advertising on the Brand Loyalty of Cosmetic Products Among College Students”. International Review of Management and Marketing 6 (1): 11-15. https://izlik.org/JA44RF87HE.
EndNote
Ababio AG, Yamoah EE (March 1, 2016) Effect of Advertising on the Brand Loyalty of Cosmetic Products among College Students. International Review of Management and Marketing 6 1 11–15.
IEEE
[1]A. G. Ababio and E. E. Yamoah, “Effect of Advertising on the Brand Loyalty of Cosmetic Products among College Students”, IRMM, vol. 6, no. 1, pp. 11–15, Mar. 2016, [Online]. Available: https://izlik.org/JA44RF87HE
ISNAD
Ababio, Abraham Gyamfi - Yamoah, Emmanuel Erastus. “Effect of Advertising on the Brand Loyalty of Cosmetic Products Among College Students”. International Review of Management and Marketing 6/1 (March 1, 2016): 11-15. https://izlik.org/JA44RF87HE.
JAMA
1.Ababio AG, Yamoah EE. Effect of Advertising on the Brand Loyalty of Cosmetic Products among College Students. IRMM. 2016;6:11–15.
MLA
Ababio, Abraham Gyamfi, and Emmanuel Erastus Yamoah. “Effect of Advertising on the Brand Loyalty of Cosmetic Products Among College Students”. International Review of Management and Marketing, vol. 6, no. 1, Mar. 2016, pp. 11-15, https://izlik.org/JA44RF87HE.
Vancouver
1.Abraham Gyamfi Ababio, Emmanuel Erastus Yamoah. Effect of Advertising on the Brand Loyalty of Cosmetic Products among College Students. IRMM [Internet]. 2016 Mar. 1;6(1):11-5. Available from: https://izlik.org/JA44RF87HE