59-05-032 Proceeding

134 Proceedings of the Princess Maha Chakri Sirindhorn Congress THE INFLUENTIAL FACTORS ON CONSUMERS’ BRAND LOYALTY FOR COSMETICS: A CASE STUDY OF L’ORÉAL BRAND IN YANGON, MYANMAR Nay Lin Aung 1 and Sirion Chaipoopirutana 2 Abstract : This study investigates the relationship between perceived quality, product image, consumer aspiration, emotional value, consumer uncertainty, attitude towards product and purchase intention of a smartphone. To do so a survey was conducted by distributing 400 questionnaires in 5 different shopping malls in Yangon, Myanmar. The Pearson Correlation was applied for the data analysis. The results show that there is a positive and significant relationship among perceived quality, product image, consumer aspiration, emotional value, attitude towards product and purchase intention. They also indicate that there is a negative and significant relationship between consumer uncertainty and purchase intention. Based on these results, it seems that the smartphone company needs to developmarketing strategy to increase purchase intention. Keywords : Brand associations, satisfaction, brand reputation, trust, brand loyalty I. Introduction CUSTOMERS are in today’s competitive they marketing more choices environment. Thus, marketers frenetically seek strategic approaches to retain their loyal customers. Hu and Hwang (2006) stated that a company, as long as it can retain its long-term customers’ base, can maintain higher profitable growth. Although there are many factors influencing brand loyalty, it is impossible to conduct a study can examine the influence of all the factors simultaneously. Therefore, this research mainly focuses on examining and analysing the relationship between the selected factors and brand loyalty based on the researcher self-developed conceptual model and composed hypotheses. II. Literature Review A. Brand Loyalty The theories of buyer behavior by Howard and Sheth (1969) stated that brand loyalty is one of themost important factors among the notion of brand consideration. Brand loyalty is defined as the extent of the consumers’ faithfulness toward a typical brand, expressed by their consistent patronizing manner, regardless of the marketing pressure caused by the competing brands. Yoo 1 Nay Lin Aung is with the Graduate School of Business, Assumption University of Thailand (phone: 0853680365; e-mail: nay.linaung27@gmail.com) . 2 Sirion Chaipoopirutana is with the Graduate School of Business, Assumption University of Thailand (e-mail: sirionc@gmail.com)