The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: A case of male consumers for cosmetic brands in South Africa

Abstract

This study assessed the influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention among male consumers of cosmetic brands in South Africa. It is also imperative to note that, despite the theoretical contributions made by many scholars on repurchase intention of various brands, they seem to be a paucity of studies that have investigated the influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention. The study utilized a quantitative research design using a structured questionnaire. In addition, they study made use of a sample of male consumers in Gauteng province of South Africa. Four hypotheses were posited and to empirically test these hypotheses, a sample data set of 150 was used. The findings indicate that brand awarenesshas a positive and significant influence on brand loyalty, brand association has a positive and insignificant influence on brand loyalty, product quality has a positive and significant influence on brand loyalty and brand loyalty exerts a positive and significant influence on purchase intention. The empirical study provided fruitful implications to academicians by making a significant contribution to the brand management literature by systematically exploring the influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention. This study therefore, stand to immensely contribute new knowledge to the existing body of brand management literature in Africa - a context that is often most neglected by some researchers in developing countries.