Exploring Brand Equity’s Influence on Repurchase Intention between Local and Global Cosmetic Brands: The Case of PROYA and L’Oréal Paris in China
คำสำคัญ:
Brand Equity, Repurchase Intention, Local and Global Brands, Consumer Behavior, Cosmetics Industryบทคัดย่อ
This article aims to examine the impact of four fundamental dimensions of brand equity—brand awareness, brand association, perceived quality, and brand loyalty—on repurchase intention. It also seeks to investigate the differences in these impacts between local and global cosmetic brands. Finally, it aims to identify the most influential brand equity dimension for each brand. Data were collected using an online survey of 390 Chinese consumers aged 18 to 59, representing Generations X, Y, and Z, all of whom had prior purchasing experience with both brands. A purposive sampling method was employed to ensure the relevance of the sample. SPSS was used to analyze the data, including reliability testing, correlation, and regression to test the relationships between variables. The findings show that brand loyalty is the strongest predictor of repurchase intention for L’Oréal Paris, highlighting the role of consumer attachment. Perceived quality is the primary driver of repurchase intention for PROYA, reflecting the importance of product performance. Additionally, the relative importance of brand equity dimensions, as conceptualized by Aaker (1991), differs between the global brand L’Oréal Paris and the local brand PROYA.
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