Cosmetics Consumer Brand ID & Brand Loyalty: Research Presentation

Graham Ervin, Anna Ferguson, Felicia Hylton, and Maggie Jeffries -- all master's students at the University of Georgia -- present "The Beauty of Branding: How Consumer Brand Identification Contributes to Brand Loyalty." This study examined the link between a consumers identification with a brands personality and brand loyalty in the purchase of cosmetic products through the social identification (or identity) theory. Through an online survey, respondents answered questions based on ...
Author: kayesweetser; Tags: grady uga gradycollege jrmc8010 research GrahamErvin AnnaFerguson FeliciaHylton MaggieJeffries cosmetic brandID brand loyalty


















