Exploring the Role of Brand Image and Customer Satisfaction in Shaping Loyalty for Herbal Cosmetic Products
Year: 2025
Type: article
Study design: Observational Study
Abstract: Brand Image (BRIM) and Customer Satisfaction (CUSF) are important determinants of Customer Loyalty (CULOY), especially in sectors like herbal cosmetics, where consumer trust & perception are crucial. A good BRIM not only attracts customers but also promotes satisfaction, resulting in long-term loyalty. This research looks at the relationships between BRIM, CUSF, and CULOY in the Malappuram district herbal cosmetics industry. To obtain data, a standardised questionnaire was sent to 384 herbal product customers.Analysis with SPSS and AMOS revealed a significant positive relationship between “BRIM” and “CUSF” (β = 0.893, p < 0.05), as well as between “BRIM” and “CULOY” (β = 0.690, p < 0.05). Additionally, “CUSF” had a notable impact on CULOY (β = 0.707, p < 0.05) and acted as a partial mediator between BRIM and “CULOY” (β = 0.251, p = 0.017). The findings underscore the importance of building a strong BRIM and enhancing CUSF to cultivate lasting CULOY in the highly competitive herbal cosmetics market.
Authors: A.P. Anandan, K.K. Saritha Mol
Institution: Karpagam Academy of Higher Education
Language: English
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409192839