The Effect of Product Price, Perceived Value and Brand Trust on Brand Loyalty: A Study on Lip Makeup Products of Women Consumers between Taiwan, Hong Kong and Malaysia

• Main Authors: HUANG, YEN-CHIAO, 黃彥喬
• Other Authors: HWU, TIAN-JONG
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/xdzvuc

碩士 === 國立聯合大學 === 經營管理學系碩士班 === 106 === Makeup products have been an important part of women’s lives since ancient times. Regardless of their nationality or age, the popularity of makeup products for women is definitely well known. Make-up products are no longer the same as they used to be considered as luxury. These days, women can own them easily. Among the makeup products, the lip makeup products are especially popular. This study collected totally 774 female samples in Taiwan, Hong Kong and Malaysia to be the objects. The purpose of this study is examining the effect of product price, perceived value and brand trust on brand loyalty, and investigated the distinction of brand loyalty among Taiwan, Hong Kong and Malaysia. Used computer program Statistical Package for Social Science (SPSS) and Analysis of Moment Structures (AMOS) to analyze the responses. The study result showed that perceived value and brand trust had positive effect on satisfaction. Furthermore, the satisfaction has positive effect on brand loyalty. However, the price has no effect on satisfaction. Finally, the nation was found that was not a moderation of satisfaction to brand loyalty in this research