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Year 2016, Volume: 6 Issue: 1, 11 - 15, 01.03.2016

Abraham Gyamfi Ababio Emmanuel Erastus Yamoah

Abstract

Effect of Advertising on the Brand Loyalty of Cosmetic Products among College Students

Year 2016, Volume: 6 Issue: 1, 11 - 15, 01.03.2016

Abraham Gyamfi Ababio Emmanuel Erastus Yamoah

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

Brand loyalty advertising college students cosmetic products

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Details

Other ID JA48TY63FA
Journal Section Research Article
Authors

Abraham Gyamfi Ababio This is me

Emmanuel Erastus Yamoah This is me

Publication Date March 1, 2016
Published in Issue Year 2016 Volume: 6 Issue: 1

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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.
AMA Ababio AG, Yamoah EE. Effect of Advertising on the Brand Loyalty of Cosmetic Products among College Students. IRMM. March 2016;6(1):11-15.
Chicago 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 6, no. 1 (March 2016): 11-15.
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 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, 2016.
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 2016), 11-15.
JAMA 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, 2016, pp. 11-15.
Vancouver Ababio AG, Yamoah EE. Effect of Advertising on the Brand Loyalty of Cosmetic Products among College Students. IRMM. 2016;6(1):11-5.