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

Abraham Gyamfi Ababio and Emmanuel Erastus Yamoah
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Abraham Gyamfi Ababio: Department of Economics, Valley View University, Accra, Ghana
Emmanuel Erastus Yamoah: Department of Marketing, Valley View University, Accra, Ghana.

International Review of Management and Marketing, 2016, vol. 6, issue 1, 11-15

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 (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2016
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