The effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty - In the Portuguese Skincare Industry

Detalhes bibliográficos
Autor(a) principal: Oliveira, Ana Sofia Rodrigues de
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/149808
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
id RCAP_465c766df11d63607a868f7530d436ca
oai_identifier_str oai:run.unl.pt:10362/149808
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling The effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty - In the Portuguese Skincare IndustryBrand ExperienceConsumer SatisfactionBrand TrustBrand LoyaltySkincarePortugalDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceThis study intends to understand and examine the direct and indirect effects that brand experience may have on consumer satisfaction, brand trust and brand loyalty, and ultimately to determine whether Portuguese women have brand loyalty when it comes to skincare products in the cosmetic sector and what can be done to improve that loyalty. The main factors that may affect the purchase of this type of products were also analyzed in order to determine which factors exert higher influence on Portuguese women when it comes to the purchase of skincare products. With this in mind, the results provided by this study will contribute to the existing knowledge in this subject with meaningful data that has clear practical application, since it can help either existing or new domestic and international companies to better understand the Portuguese market and consequently, develop their marketing strategies. A total of 255 responses were collected through an online questionnaire that targeted Portuguese women with ages between 18 and 65. The findings of this study revealed that brand experience has a significantly and positive effect on consumer satisfaction, brand trust and brand loyalty. In addition, a mediation analysis showed that consumer experience and brand trust significantly mediate the relationship between brand experience and brand loyalty. The findings also demonstrate that country of origin (preference for Portuguese products), price and social influence have a significative influence on brand loyalty, while the organic nature of skincare products and the use of harmful ingredients in these products don’t affect brand loyalty in a significative way.Szabó-Douat, TeodóraRUNOliveira, Ana Sofia Rodrigues de2023-02-28T14:08:53Z2023-01-252023-01-25T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/149808TID:203238591enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:31:40Zoai:run.unl.pt:10362/149808Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:53:52.464945Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty - In the Portuguese Skincare Industry
title The effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty - In the Portuguese Skincare Industry
spellingShingle The effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty - In the Portuguese Skincare Industry
Oliveira, Ana Sofia Rodrigues de
Brand Experience
Consumer Satisfaction
Brand Trust
Brand Loyalty
Skincare
Portugal
title_short The effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty - In the Portuguese Skincare Industry
title_full The effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty - In the Portuguese Skincare Industry
title_fullStr The effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty - In the Portuguese Skincare Industry
title_full_unstemmed The effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty - In the Portuguese Skincare Industry
title_sort The effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty - In the Portuguese Skincare Industry
author Oliveira, Ana Sofia Rodrigues de
author_facet Oliveira, Ana Sofia Rodrigues de
author_role author
dc.contributor.none.fl_str_mv Szabó-Douat, Teodóra
RUN
dc.contributor.author.fl_str_mv Oliveira, Ana Sofia Rodrigues de
dc.subject.por.fl_str_mv Brand Experience
Consumer Satisfaction
Brand Trust
Brand Loyalty
Skincare
Portugal
topic Brand Experience
Consumer Satisfaction
Brand Trust
Brand Loyalty
Skincare
Portugal
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2023
dc.date.none.fl_str_mv 2023-02-28T14:08:53Z
2023-01-25
2023-01-25T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/149808
TID:203238591
url http://hdl.handle.net/10362/149808
identifier_str_mv TID:203238591
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
_version_ 1799138128903012352

Registros relacionados