Brand Equity as a Predictor of Repurchase Intention of Male Branded Cosmetic Products in South Africa

Abstract

The cosmetic industry over the years has proven to be one of the fastest growing and most profitable industries globally. In the male cosmetic industry, male grooming, metrosexual and dapper trends have rapidly expanded across global communities and, in recent years, have become a leading trend amongst South African men. These emerging trends subsequently shaped the way businesses and companies expanded product lines and developed marketing strategies. It is imperative that we understand what marketing capabilities companies require to stay abreast of local trends in order to gain a market share and strong brand presence in these expanding categories. Companies invest significant financial resources on marketing in order to have a compelling value proposition against competitors. Understanding the customer and what aspects of brand equity resonate with customers would ensure that companies have a streamlined customer centric marketing plan that meets the customers' needs and addresses the accurate emotional touch points to capture the customer and encourage resilient repurchase intention. Four hypotheses are posited and in order to empirically test them a sample data set of 208 was collected in South Africa. The results indicate that brand loyalty, brand awareness, perceived quality and brand association positively influences repurchase intention of male branded cosmetic products in South Africa in a significant way. Drawing from the study's findings, managerial implications are discussed and limitations and future research directions are suggested.

The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: a case of male consumers for cosmetic brands in South Africa

“…Repurchase intention, is the iterative process of purchasing goods and certain services from one particular store (Hellieret al, 2003) and the main reasons are the post-shopping experiences. Moreover, repurchase intention is a behavioral element, where there is an eagerness and ongoing interest in purchasing a product or a brand (Pather 2016). Therefore, drawing from the above elucidations it can be pointed out the repurchase intention is the likelihood the user will repurchase cosmetic brands in the future.…”

The Influence of Service Quality and Product Quality on Repurchase Intention at Kopi Kenangan Manado Town Square

“…Repurchase intention, is the repeated process of purchasing certain goods and services from one particular store (Hellieret et al, 2003) and the main reason is the post-shopping experience. Moreover, repurchase intention is a behavioral element, in which there is an ongoing desire and interest to buy a product or brand (Pather, 2016).…”

The effect of brand equity dimensions on repurchase intention

“…Perceived quality also can affect willingness from consumers to buy and the price that consumers will pay (Pather, 2017). Lin et al (2015) states that high perceived quality will make a through long-term experience that will related to the brand and consumers will recognize the differences and superiority of the brand, so they would to choose it rather than the competing brands.…”