2026-04-05T11:29:46Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00009733 2024-08-13T08:33:55Z 1582963436320 1582963436320:1698989833663

Factors Influencing Brand Loyalty Towards NIVEA (Thet Nwe Ohn, 2024) Thet Nwe Ohn The study seeks to uncover the various elements that impact brand loyalty and assess their impact on loyalty towards NIVEA. In this study, the determinants of brand loyalty include brand associations, brand image, brand trust, perceived product quality, and price fairness. To achieve these objectives, quantitative and descriptive research methodologies are used. In this study, primary as well as secondary data are deployed. The target population of the study is unknown, and the sample size of the study is 280 customers who were selected systematically in this study. Structured questionnaires with a Five-point Likert scale are utilized to gather primary data. Through regression analysis, the study found that brand association, brand image, perceived product quality, and price fairness have significant and positive impacts on brand loyalty. The study revealed that the perception of product quality is the most significant influencing factor on brand loyalty, closely followed by brand association, price fairness, and brand image. Brand trust and brand loyalty are not related. Therefore, it is highly recommended that NIVEA focuses on maintaining and improving product quality, ensuring fair pricing, fostering strong brand associations, and enhancing brand image to strengthen loyalty towards the NIVEA brand. By prioritizing the delivery of consistent quality, building emotional connections, establishing credibility, encouraging positive word-of-mouth, being transparent, and utilizing relationship marketing, brands can successfully transform brand trust into long-lasting brand loyalty. 2024-06-01 https://meral.edu.mm/records/9733