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

Abstract

This study assessed the influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention among male consumers of cosmetic brands in South Africa. It is also imperative to note that, despite the theoretical contributions made by many scholars on repurchase intention of various brands, they seem to be a paucity of studies that have investigated the influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention. The study utilized a quantitative research design using a structured questionnaire. In addition, they study made use of a sample of male consumers in Gauteng province of South Africa. Four hypotheses were posited and to empirically test these hypotheses, a sample data set of 150 was used. The findings indicate that brand awarenesshas a positive and significant influence on brand loyalty, brand association has a positive and insignificant influence on brand loyalty, product quality has a positive and significant influence on brand loyalty and brand loyalty exerts a positive and significant influence on purchase intention. The empirical study provided fruitful implications to academicians by making a significant contribution to the brand management literature by systematically exploring the influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention. This study therefore, stand to immensely contribute new knowledge to the existing body of brand management literature in Africa-a context that is often most neglected by some researchers in developing countries.

The Role of Brand Equity in Influencing Rural Bank Depositors

“…Brand awareness should be used as a strategy to increase brand loyalty. It is in line with the results of previous studies stating that brand awareness can increase customer loyalty [4].…”

“…The quality of the bank's products and services can lead to perceived quality for customers. When perceived quality from the customer of bank products and services is increasing, it will lead customer to be loyal in bank's brand [4,7].…”

“…The image or brand association of the bank can increase the customer's intention in making transactions using bank products. Customers can be interested in using a product because the company has an image that attracts customers in choosing products offered by bank [4]. Brand awareness can be a part that can increase bank customer loyalty.…”

“…Therefore, another strategy is needed to increase public interest and loyalty on choosing products and services offered by rural bank. Brand awareness and brand association are elements of brand equity that can strengthen customer loyalty [4].…”

Customers’ repurchase decision in the culinary industry: Do the Big-Five personality types matter?

“…It is argued that the more positive experience that consumer's experience, the greater tendency for consumers to make repurchase decision. Customers repurchase decision topic has been widely discussed in the extant literatures (Fang, Chiu, & Wang, 2011;Han & Ryu, 2012;Kim & Gupta, 2009;Seiders, Voss, Grewal, & Godfrey, 2005), which not only covered issue on green marketing awareness effect on repurchase decision (Suki, 2013), on the word of mouth processes (Bansal & Voyer, 2000), how male consumers' repurchase intention on cosmetic brands in South Africa context (Chinomona & Maziriri, 2017), but also in gender differences on repurchase decision (Frank, Enkawa, & Schvaneveldt, 2014). However, until now there are lacks literature that specifically discusses the relationship between customers' personality types and repurchase decision in a qualitative method context.…”