59-05-032 Proceeding

138 Proceedings of the Princess Maha Chakri Sirindhorn Congress that value could be viewed as “general evaluation of the utility of a product (or a service) depends on the concept of what is gotten and what is given”. Value also can be viewed as a mix of quality, service, and price (QSP), which is known as the customer value triad. It means value decrease with the price and increase with quality and (Kotler, 2003). Ndubisi and Wah (2005) described that customer value is a distinction between aggregate advantages and aggregate offerings perceived by customer in buying a product or service. It incorporates social value, functional value and emotional value. Correspondingly, Chang andWildt (1994) discovered loyalty as immediate results of customer’s value. There is certain relationship between perceive value and brand loyalty. III. Research Framework and Methodology A. Research Framework According to the research purpose and literature reviews discussed, the research presents the conceptual framework in Figure 1. Brand associations, perceived quality, performance quality, trust, value and brand awareness are the independent variables, brand reputation and satisfaction are the mediating variables and band loyalty is the dependent variable. Based on the research framework, total five hypotheses are proposed as follows: H1: There is a relationship between performance quality and brand reputation. H2: There is a relationship between performance quality and satisfaction. H3: There is a relationship between satisfaction and brand reputation. H4: Brand associations, perceived quality and brand reputation has significantly influenced on brand loyalty. H5: Satisfaction, trust, value and brand awareness has significantly influenced on brand loyalty. Figure 1 The Influential Factors on Consumers’ Brand Loyalty for Cosmetics: A Case Study of L’Oréal Brand in Yangon, Myanmar