University Report: Brand Loyalty Impact on Consumer Purchase Intention

This report analyzes two peer-reviewed articles to understand the impact of brand loyalty on consumer buying behavior. The analysis focuses on how brand equity and loyalty influence consumer purchase intentions, using quantitative research methods to ensure reliable findings. The report highlights interesting facts from the articles, such as the influence of new product features in the cosmetic industry and innovative features in smartphones. It also explores the learning attained from the research, including the use of survey forms, statistical techniques like SPSS, and regression analysis. Similarities and differences between the articles are discussed, emphasizing the importance of fashion consciousness and brand associations. Finally, the report discusses the implications of the research for real-life situations, such as how marketers can use trust, satisfaction, and commitment to promote brand awareness and develop effective advertising strategies. The conclusion emphasizes that consumer loyalty is developed through satisfaction with brand name, price, promotion, design, and store environment, ultimately affecting their purchase decisions. The report includes references to the analyzed articles.

PEER-REVIEWED ARTICLES ANALYSIS: IMPACT OF
BRAND LOYALTY ON CONSUMER BUYING BEHAVIOR
Name of the University:
Name of the Student:
Authors Note:

INTRODUCTION
• Analyzing the impact of brand loyalty on the purchase intention of
consumers is considered important these days as consumer behavior
strategies developed by the organizations can facilitate them to attain a
sustainable position in the market.
• The articles namely, were selected “The Impact of Brands on Consumer
Buying Behavior: An Empirical Study on Smartphone Buyers” and "Effect
of Brand Loyalty on Purchase Intention in Cosmetics Industry”.

JUSTIFICATION FOR CHOICE OF ARTICLES
• These peer reviewed journal articles offer detailed and reliable findings
and implications on the impact of consumer loyalty on their purchase
intentions.
• Offered a detailed explanation on the brand equity and loyalty in
explaining the consumer behavior towards any product on brand.
• Quantitative research methods are used in these two journal articles
which further ensures the reliability of findings.

INTERESTING FACTS ABOUT THE ARTICLES
• New and innovative product features related with the cosmetic goods that
is recently persuading the purchase decision of the target consumers in
the modern era
• New revelations on the important actors within the cosmetics industry
that can generate enhanced brand loyalty among consumers of cosmetic
good brands
• Several interesting facts regarding the new and innovative features of the
mobile phones used by the target consumers selected for this research
have been revealed

LEARNING FROM RESEARCH
• The attained learning ensured that these identified aspects related to the
brands can develop consumer loyalty which can further positively
persuade them in making better purchase decision.
• A detailed learning was also attained regarding use of google survey
forms and several statistical techniques such as SPSS software in
converting opinion gathered from consumers to significant findings.
• A detailed learning has also gathered that regression analysis can be
used in measuring the impact of variables related with brand loyalty on
purchase intention towards the brand

SIMILARITIES AND DIFFERENCES BETWEEN ARTICLES
• Similar findings from both the articles has been gathered that loyal
consumers those are fashion conscious and are associated with a brand
which supply stylish package.
• The article "Effect of Brand Loyalty on Purchase Intention in Cosmetics
Industry” explained that there are certain aspects related to a smartphone
brand such as price, application specifications, design and innovative
technology.
• The article “The Impact of Brands on Consumer Buying Behavior: An
Empirical Study on Smartphone Buyers” is majorly focused on analyzing
fashion trends, awareness of recent cosmetic designs and brands offering
trendier cosmetic offerings

IMPLICATION OF RESEARCH TOPIC TO REAL LIFE
SITUATIONS
• Three major components such as trust, satisfaction and commitment can
be used by the marketers in promoting brand awareness, image and
identity within the organizations.
• Based on such understanding they can develop attractive advertisements
for brand promotion along with taking decisions on controlling budget of
advertisement campaigns.
• There are certain identified factors related with the brand such as
awareness, quality, association developed through logo, good service,
innovation, price and design of the goods.

CONCLUSION
• It has been gathered that these articles are also observed to be focused
on a brand or product in offering aa detailed explanation on the brand
equity and loyalty in explaining the consumer behavior towards any
product on brand.
• Quantitative research methods are used in these two journal articles
which further ensures the reliability of findings.
• Consumers develop loyalty through attaining satisfaction on brand name,
price, promotion, design and store environment which affects their
purchase decision.

REFERENCES
• Akkucuk, Ulas and Esmaeili Nooshabadi, Javad. “The Impact of Brands on
Consumer Buying Behavior: An Empirical Study On Smartphone Buyers”.
International Journal of Research in Business and Social Science 6.1
(2016): 2147-4478.
• Hameed, Shahid, and Munaza Kanwal. "Effect of Brand Loyalty on
Purchase Intention in Cosmetics Industry." Research in Business and
Management 5.1 (2018): 25-35.