59-05-032 Proceeding

142 Proceedings of the Princess Maha Chakri Sirindhorn Congress variables which may affect or have a greater influence on brand loyalty, such as price, promotion, advertisings, word of mouth and brand image, etc. In this study the researcher collected 400 data only from the four selected shopping centers in Yangon, Myanmar. Replications using larger and different samples in terms of different brand, different other cities of Myanmar, such as Mandalay, Mawlamyine and Taunggyi would help in obtaining a better understanding of the factors influencing brand loyalty. This study focuses on only a foreign cosmetic brand, L’Oréal. So, further studies should involve exploring some representative domestic-branded cosmetics. Or a study should conduct examining how the consumers’ brand loyalty varies on local and foreign brands to get insight understanding. The researcher only utilized survey questionnaire in this study. Further studies should use the qualitative method, observation, in-depth interviews and focus group to get much deeper insight understanding and to explore the causal relationship among variables. This research focused on customers’ brand loyalty for cosmetics toward L’Oréal brand based on the respondents who have experiencewith the products. Future researchers can investigate about purchase intention toward L’Oréal brand that may help to understand the purchasing behaviors of respondents who have never used the product. Finally, since the time and budget are limited, this study may not measure actual factors influencing on brand loyalty and the results may not be highly accurate. Further studies could be carried out to investigate the actual influential factors on brand loyalty. In this way, a more comprehensive investigation of the consumers’ intentions and actual behavior of loyalty can be observed. References Aaker, D. A. and Keller, K. L. (1990), —Consumer Evaluations of Brand Extensions, Journal of Marketing, Vol. 54, January, pp. 27 - 41. Aaker, D. A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: Free Press. Anton, J., and Monger, J. E. (1996). Customer relationship management: making hard decisions with soft numbers (pp. 99 - 120). Englewood Cliffs, NJ: Prentice Hall. Biel, A. L. (1992). Howbrand image drives brand equity. Journal of advertising research, 32(6), 6 - 12. Bhuian, S. N. (1997). Exploring market orientation in banks: an empirical examination in Saudi Arabia. Journal of Services Marketing, 11(5), 317 - 328. Berry, L. L. 1993,—Playing Fair in Retailing, Arthur Anderson Retailing Issues Newsletter March, 5, 2. Berry, L. L. (1995). Relationship marketing of services—growing interest, emerging perspectives. Journal of the Academy of marketing science, 23(4), 236 - 245.