Understanding purchase intention of university students towards skin care products
The purpose of this paper is to examine the factors which will contribute to consumers’ purchase intention on skin care products. Four factors, namely, brand awareness, brand association, perceived quality and brand loyalty, were included in this study.
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
Prince Sultan University
2019
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| Subjects: | |
| Online Access: | http://library.oum.edu.my/repository/1241/ |
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| Institution: | Open University Malaysia |
| Summary: | The purpose of this paper is to examine the factors which will contribute to consumers’ purchase intention on skin care products. Four factors, namely, brand awareness, brand association, perceived quality and brand loyalty, were included in this study. |
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