The Effect of Perceived Value on Customer Loyalty in a Low-Priced Cosmetic Brand of South Korea: The Moderating Effect of Gender
نویسندگان
چکیده
The purpose of this paper investigates the effect of perceived value on customer loyalty through brand image and customer satisfaction in a lowpriced cosmetic brand, as well as to examine the moderating role of gender. The results showed that perceived value positively affects brand image and customer satisfaction. Brand image positively influences customer loyalty but does not influence customer satisfaction. Customer satisfaction has a positive effect on customer loyalty. The moderating effects of gender between perceived value and brand image and customer satisfaction, brand image and customer satisfaction and customer loyalty are not significant at the level of 0.05. Thus, marketers should focus on perceived value to enhance customer loyalty through brand image and customer satisfaction.
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