2026-05-31T09:51:16Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008239 2024-06-10T01:38:24Z 1582963436320:1582965660463

Brand Loyalty of Consumer on Estee Lauder (Thiri June, 2022) Thiri June The main objectives of this study are to examine whether marketing practices affect on brand trust of Estée Lauder in Yangon and whether brand trust affects on brand loyalty of customers towards Estée Lauder in Yangon. This study mainly focused on marketing practices of Estée Lauder, and their brand trust and brand loyalty. 245 VIP members of Estée Lauder are surveyed to get primary data. The study reveals that all marketing practices have a strong positive effect on brand trust of the customers. Brand trust is mainly affected by product quality and brand trust also affect on brand loyalty of customers. Based on the findings, it can be suggested that Esttée Lauder should give first priority on product quality when making their marketing plans. Esttée Lauder should maintain its quality by focusing quality control at each production process. In addition, Estée Lauder should continue producing premium products with higher prices. It should also open new outlets with classic interior design and offer same products, and price. Moreover, it should classify VIP members such as diamond, gold, silver etc. Finally, Estée Lauder should attach accessories to its products whenever it is possible so that customers receive value added products. By doing these measures, Estée Lauder can raise the brand trust of the customers and thereby, lead to increase the brand loyalty of the customers towards Esttée Lauder. 2022-02-01 https://meral.edu.mm/records/8239