The moderating effect of brand image towards public relations and customer loyalty in cosmetic industry

Kong, Shey Li (2018) The moderating effect of brand image towards public relations and customer loyalty in cosmetic industry. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The researches have shown that is over demand and high competition among cosmetic industry.The purpose of this research is to study the moderating effect of brand image towards public relations and customer loyalty in cosmetic industry.The study contributes to the understanding of the relationship between public relations and customer loyalty and the moderating effect of brand image towards this relationship.The survey data was collected from 385 cosmetic consumers in Malaysia through questionnaire distribution and the data were analyzed using Statistical Package for Social Science (SPSS) ver.23 with descriptive analysis,Pearson’s correlation analysis,Pearson’s partial correlation analysis and regression analysis.The results of the analysis show that public relations and brand image have a significant impact on customer loyalty.The relationship between public relations and customer loyalty is moderated by brand image,however,the tendency for public relations to be positively to customer loyalty will be less significant when brand image is high rather than low.Future research is indicated,to apply the current framework to different type of cosmetic products, industry,and country;and using qualitative or mix-method for the research to make the comparison of the research.

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