2026-05-01T22:25:58Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/1594 2024-05-26T18:09:08Z 1582963436320:1582965660463 user-yueco

THE EFFECT OF CONSUMPTION VALUES ON BRAND LOYALTY OF HAIR CARE PRODUCTS IN YANGON (May Myat Su Aung, 2019) May Myat Su Aung The purposes of this study are to examine the effect of consumption values on brand loyalty of hair care products and to analyze the influence of brand loyalty on repurchase intention of hair care products. The data are collected using structured questionnaires from 385 consumers of hair care products who are randomly chosen from beauty stores such as Beauty Diary in Yangon. Among five consumption values, social value, emotional value and epistemic value have the effect on four-dimensional brand loyalty. Affective loyalty, conative loyalty and behavioral loyalty have positive influence on repurchase intention of hair care brands. To create brand loyalty, marketers should attract customers by persuasive advertisements, reasonable price, effective customer relationship management which also directs to repurchase intention. 2019-12-01 http://hdl.handle.net/20.500.12678/0000001594 https://meral.edu.mm/records/1594