59-05-032 Proceeding

141 Proceedings of the Princess Maha Chakri Sirindhorn Congress Based on the results of tested hypotheses, the researcher has discovered the highest correlations between brand associations and brand loyalty, satisfaction and brand reputation, brand reputation and brand loyalty, and trust and brand loyalty. Thus, the researcher would like to input some suggestion as follows: The coefficient value of hypothesis three ( α = 0.846) implies a very strong positive relationship between satisfaction and brand reputation.This finding describes that if the customer satisfaction level is high, the brand reputationwill be also high.The ambiguity in the intrinsic quality of the product or service is expected to work as a moderator on the effect between satisfaction and brand reputation, as well as satisfaction and loyalty (Hoch and Ha, 1986; Olson and Jacoby, 1972). Overall satisfaction is a more fundamental indicator of the firm’s past, current and future performance. Regarding previous researchers’ statements and the finding of this study, the researcher has some recommendations to L’Oréal as follows: 1) Conduct surveys 2) Set up a customer voicemail service 3) Use social media for customer service 4) Examine all feedback Ahigh positive correlation of brand associations and reputation on brand loyalty indicates that if the associations and reputation of the brand are high, the level of consumers’ loyalty toward the brandwill also be increased. Positive brand associations are developed if the product is durable, marketable and desirable. The customers must be persuaded that the brand possesses the features and attributes satisfying their needs.This will lead to customers having a positive impression about the product or brand. Positive brand associations help an organization to retain long-term loyal customers and obstruct the competitor’s entry into the market. Brand associations and brand reputation can be increased by the company getting involved in community actions, charities and local events. The company should also use social marketing channels because social media is the easiest way to build brand association and add meaning to the brand. Gremler (1996) stated that brand association is the component that precedes the foundation of brand loyalty in the business. A positive significant impact of trust on brand loyalty implies that trust is the key drivers of brand loyalty and improving level of customers trust in brand will eventually lead to long term customer loyalty and profitability. Additionally, in order to build trust, L’Oréal should also take into consideration of providing more value added products and services, as well as keeping its promise, results and consistent value in line with the product or service because loyalty is developed if there is an element of trust (Berry, 1993; Reicheld and Schefter, 2000). VI. Limitations and Further Study Directions The research recommends the following as a reference for future researches: This research investigated about the influential factors toward brand loyalty for cosmetic brand, L’Oréal. It considered only 8 independent andmediating variables; thus, theremight be other