THE INFLUENCE OF BRAND ATTRIBUTES ON BRAND LOYALTY - THE MEDIATING ROLE OF BRAND EXPERIENCE: CASE STUDY OF THE COSMETICS INDUSTRY IN HANOI

Abstract

This study aims to evaluate and measure the impact of brand attributes on brand loyalty through the mediating role of brand experience in the cosmetics
industry in Hanoi. To achieve the research objective, the authors conducted quantitative research based on primary data collected from 403 cosmetic users in
Hanoi city. Research results show that pricing strategy positively impacts brand experience and loyalty; User image positively impacts experience; User image
positively impacts experience and loyalty to cosmetics; Brand personality has a positive impact on experience and loyalty to cosmetics; Product attributes have
a positive impact on experience and loyalty to cosmetics. At the same time, product attributes have the strongest influence on brand experience effectively and
indirectly influence loyalty. Based on the research results, the article has proposed a number of implications to effectively improve customer loyalty from the
perspective of the influence of brand attributes through brand experience of cosmetic businesses in the Vietnamese market.