The Influence of Brand Image on Consumer Loyalty toward Cosmetics in Bangkok Metropolitan Area

Abstract

This article aimed to (1) study the components of brand image that influence consumer loyalty in cosmetics among consumers in Bangkok Metropolitan area, (2) analyzed the level of influence of each brand image component on consumer loyalty in cosmetics, (3) compare the influence of brand image on attitudinal loyalty versus behavioral loyalty of consumers, and (4) propose strategic approaches for developing brand image to enhance consumer loyalty for cosmetics business in Thailand. This research employed a mixed methods approach. The sample was 450 respondents who had cosmetic purchasing experience in Bangkok within the past 6 months. They were selected by convenience sampling. The instruments for collecting data were a validated questionnaire for quantitative data and semi-structured interview guide for qualitative data from 5 experts. Data were analyzed by descriptive statistics, multiple regression analysis, and content analysis.

The research results were found as follows: 1) All four components of brand image - perceived quality, brand personality, emotional value, and corporate social responsibility - significantly and positively influenced consumer loyalty (p < 0.01). 2) Emotional value showed the highest impact (β = 0.342), followed by perceived quality (β = 0.198), brand personality (β = 0.187), and corporate social responsibility (β = 0.142) respectively. 3) Brand image had greater influence on attitudinal loyalty (R² = .612) than behavioral loyalty (R² = .523). 4) The proposed strategic approach is the E-Q-P-C Model with budget allocation: emotional value 40%, perceived quality 25%, brand personality 20%, and corporate social responsibility 15%.