The Effects of Price Perception and Product Attributes on Brand Loyalty and Repurchase Intention - Comparisons between High Priced and Low Priced Cosmetic Brands -

Abstract

This study analyzed the effects of price perception and product attributes on brand loyalty and repurchase intention, and compared the differences in high-and low-priced cosmetic brands. Data were collected from female consumers in their 20s to 40s and a total of 411 responses were used for the final analysis. Findings were as follows. First, when comparing high-and low-priced brands, personal attribute and experiential attribute among cosmetic attributes, brand loyalty, and repurchase intention of high-priced showed the higher mean scores than those of low-priced. Second, all of three cosmetic attributes and P-Q/prestige were significant for high-priced brand loyalty, while experiential attribute, personal attribute, P-Q/prestige, and price consciousness were significant for low priced brand loyalty. Third, with respect to repurchase intention, all of three cosmetic attributes, P-Q/prestige, and sales proneness were significant for high-priced, while experiential attribute, personal attribute, and P-Q/prestige were significant for low-priced. Personal attribute contributed the most to high-priced brand loyalty and repurchase intention, whereas experiential attribute to low-priced. The findings of this study would be helpful to understand the purchase of high and low priced cosmetic brands. The managerial implications for cosmetic brand marketers were provided.

The Antecedent and Consequences of Brand Image in a Low-Priced Cosmetic Brand of South Korea: The Moderating Effect of Gender

“…As consumers" lives become more complicated, rushed, and time starved, the ability of a brand to simplify decision making and reduce risk is invaluable [3]. When comparing high-and low-priced cosmetic brands, the mean value of brand loyalty and repurchase intention of high-priced ones was higher than that of low-priced ones [4].…”