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Yıl 2016, Cilt: 6 Sayı: 1, 11 - 15, 01.03.2016

Abraham Gyamfi Ababio Emmanuel Erastus Yamoah

Öz

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

Yıl 2016, Cilt: 6 Sayı: 1, 11 - 15, 01.03.2016

Abraham Gyamfi Ababio Emmanuel Erastus Yamoah

Öz

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.

Anahtar Kelimeler

Brand loyalty advertising college students cosmetic products

Toplam 0 adet kaynakça vardır.

Ayrıntılar

Diğer ID JA48TY63FA
Bölüm Araştırma Makalesi
Yazarlar

Abraham Gyamfi Ababio Bu kişi benim

Emmanuel Erastus Yamoah Bu kişi benim

Yayımlanma Tarihi 1 Mart 2016
Yayımlandığı Sayı Yıl 2016 Cilt: 6 Sayı: 1

Kaynak Göster

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. Mart 2016;6(1):11-15.
Chicago Ababio, Abraham Gyamfi, ve Emmanuel Erastus Yamoah. “Effect of Advertising on the Brand Loyalty of Cosmetic Products Among College Students”. International Review of Management and Marketing 6, sy. 1 (Mart 2016): 11-15.
EndNote Ababio AG, Yamoah EE (01 Mart 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 ve E. E. Yamoah, “Effect of Advertising on the Brand Loyalty of Cosmetic Products among College Students”, IRMM, c. 6, sy. 1, ss. 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 (Mart 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 ve Emmanuel Erastus Yamoah. “Effect of Advertising on the Brand Loyalty of Cosmetic Products Among College Students”. International Review of Management and Marketing, c. 6, sy. 1, 2016, ss. 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.