THE EFFECT OF BRAND TRILOGY ON COSMETIC BRAND LOYALTY

Brand loyalty is claimed as a MUST ingredient for businesses to ensure their business sustainability. This article joins the long list of brand research by investigating the effect of brand trilogy. Specifically, this study examines the direct relationship between brand experience, brand personality and brand trust on cosmetic brand loyalty in the Indonesian context. Drawing from 110 respondents, this study found that brand experience and brand trust are responsible for improving brand loyalty. In contrast, brand personality does not affect the strength of brand loyalty. The theoretical and managerial implications and the directions for future research are presented.