Effect of Advertising on the Brand Loyalty of Cosmetic Products among College Students

Abstract

This study explored the relationship between advertising and brand loyalty of cosmetic products. The multinomial logit model was used to ascertain the effect of advertising on different loyalty profiles for cosmetic products among college students. Based on a survey of 200 Ghanaian students drawn randomly, findings indicated that advertising plays no significant role on college students' loyalty for cosmetic products. It can be argued, however, that the most promiscuous buyer is more amenable to price dispersion and friends' recommendations.Keywords: Brand loyalty; advertising; college students; cosmetic productsJEL Classifications: M31; M37