The Effect of Repeat in Advertising on Customer Loyalty Cosmetic

Research Article Volume 6 Issue No. 4

The Effect of Repeat in Advertising on Customer Loyalty Cosmetic Products “1394 Tehran Case Study” Dr Habibollah Danai1, Dr Ozhan KARIMI2, Matineh Moghaddam3 Payame Noor University, Tehran, Iran1, 2 Master of Business Administration in International Business student, Payame Noor University Center of Tehran Gharb, Iran3 [email protected], [email protected], [email protected]

Abstract: Customer loyalty is key to business success and the main asset of any enterprise is that if you succeed in this, the share of market and economic performance of firms is changing. For this purpose adopt appropriate strategies such as advertising in the media field associated with favorable outcomes. The main objective of this study was to investigate the influence of advertising in digital media marketing cosmetic products specifies in Tehran. To raise awareness for the use of advertising, information and communication exchange more convenient, and others want to buy and when to buy and choose different alert Knd.shkl advertising, enabling institutions to customers immediately and effectively communicate. Media itself an important tool for customer information and entertainment are kind. This research is a descriptive survey, statistical society customer’s cosmetic products, the questionnaire (Likert) and data using SPSS and Excel software have been analyzed. Statistical analyses, descriptive and inferential in two part of information were studied. The validity by Cronbach's alpha was approved by 95% and the results showed that advertising in the mass media have an impact on customer loyalty and customer loyalty factors. This research can be effective for all participants and their production companies in this way can performance digital marketing and its impact on the loyalty of your customers assesses their business environment.

Key words: advertising, cosmetics and perfumery, customer loyalty, digital marketing, mass media

1. Introduction: (Torabi, 1381) .the aim of this study was to evaluate the factors Analysis of data from the major industrial countries suggests affecting the effectiveness of advertising in the mass media in that advertising investment through four mechanisms, positive the digital domain digital marketing. impact on economic growth that will encourage growth in consumption, the acquisition will accelerate innovation, 2. Problem Statement: enhance competitiveness and dynamism inherent in the In the current era are the biggest challenges facing the industry, advertising constant average growth rate of GDP (gross which includes interest income and economic communities, domestic product) to promote. "Advertise" the "Send message customers and competition is fierce. Increased competition and to impact on the attitude of the person or persons to one or higher expectations and more complex customer expectations more of the phenomenon" is. "Message" in this definition is and the emergence of new innovative developments in the field "something that needs to be transferred to another, or to give of marketing have created. In this regard, many organizations information or to influence and persuasion" (given researcher, customer loyalty programs as part of the main activities to 1385) develop their relationship has been defined.Manufacturers and companies are only satisfied with keeping their consumers, will Its simple concept of advertising in the direction of public be able to ensure their survival in the competition. Complex opinion towards particular with previous intentions through concept covers consumer loyalty and the willingness of various means of advertising such as media (Train, 1387). consumers is buying again and price analysis. Increase customer loyalty with current customers secure its future To raise awareness for the use of advertising, information and earnings, based on the company's ultimate goal is customer communication exchange more convenient, and others want to loyalty (Evans & et al., 2009, 439). In this context, economic buy and when to buy and choose different alert advertising, actors are trying to use all sorts of marketing tools. One of the enabling institutions to customers immediately and effectively most effective tools in the field of electronic devices and the communicate. Media itself an important tool for customer use of methods that use digital technology platforms. Digital information and entertainment are kind.Promotions, special marketing efforts using the same tools and platforms to achieve awareness and actions in the direction of public opinion, using marketing goals, has provided. Taking advantage of digital tools such as language and script and display the image. A marketing in the economic sphere, consequences such as: mixture of reality and virtually is jaundiced or even mobility, reduce costs, increase speed and develop the fundamentally false and destructive nihilism of the role play effectiveness of advertising and marketing to follow. Increase

International Journal of Engineering Science and Computing, April 2016 3961 http://ijesc.org/ the awareness and increase customer choice other digital we see customer loyalty and customer repurchase tendency to marketing capabilities and for clients it is possible that in the brand it finds (see Jakoby and Chestnut 1978) shortest time, the best and most appropriate choice in their purchase. In modern marketing issues and problems of DMC different elements on both type of different influences traditional physical and former encounters will be insignificant. their loyalty. Create a sense of loyalty in your customer is a process. All of these steps lead to value creation in the eyes of 3. Literature (theoretical framework) consumers. If you do so, the customer in mind, this activity is At the present time the concept of communications, considered positive. There are other factors that indicate competitive, customer-oriented business and etc. Are customer loyalty is based on DMC performance for example inextricably linked together, digital marketing as an element of regular contact with the brand. the business and existing business pivotal role in the preservation and conservation by businesses attract and retain 3.2 Regular contact with the brand customers, introduce products and creating incentives to feel 3.2.1: Repeat the need to buy play well, because the marketing elements Reinartz and Kumar (2003) found that companies with known as one of the tools of development and penetration in customers mailing activities had a positive effect on the the market and surpass competitors is commercial. Since digital profitability of the company. Regular communication on the marketing between the manufacturer (supplier, the supplier) positive effect on their customers loyalty. For example, and the consumer has a key role in the booming commercial electronic mail on the absorption of tendency to have very purposes. It is also thriving businesses selling (products or effective brands and makes buying customer and their loyalty services); expansion of production will have to increase the to the brand had been (DuFrene 2005; Merisavo and Raulas level of national income. On the other hand, financial 2004). This result shows that digital marketing must be institutions, business and social media as a tool for expanding strategic brand communication. If this work done correctly and its sphere of influence and attract new audiences and a strong relationship between customer - they will be achieved. consumers of goods, products, services, ideas and opinions will (Clarke 1976; Leone 1995) be supported Services. Reinartz and Kumar (2003) showed how customers throughout their lifetime benefit associated with the And if it continues with its client's product and tendency to find company's activities. The main logic of marketing, exchange of a sense of familiarity and thus the process is done shopping and goods in order to serve the greater interaction and customer loyalty.(Broussard 2000; Crowder 1976; Howard- communication is (Vargo and Lusch 2004). This type of Brown 1998; Sawyer 1973; Markus 1982; Zielske 1959). If this communication channels according to their cost-effectiveness message continues to be too self-involved to a certain level of and ease of this method of marketing than traditional marketing customer mind to where your ad the customer is considered and differentiate them win the competition. old.

3.1 Definition of digital marketing communications: 3.3 The consequences of DMC on customer loyalty Digital channels powerful tool for creating loyalty among According to the concept paper, customer loyalty is the customers. These channels attract and retain customers with the ultimate dependent variable that is related to brand loyalty. lowest costs. DMC or digital marketing communications with Talk about customer loyalty and customer loyalty and how to customers as the interaction between a company and brand that calculate its definition of a long-term discussion. (Dick and defines the use of digital channels (e.g. Internet, email, mobile Basu 1994; Odin et al. 2001; Oliver 1999) and digital TV, etc.) According to the definition of a two-way communication between the customer or marketing. Time Customer loyalty based on the behavior repurchases smart between the customer and the company. decision and is continuing this behavior (Jakoby and Chestnut 1978).

Repeat the repurchase from a positive attitude towards the brand in the mind of the customer. According to Oliver (1999, 34) customer loyalty, a deep commitment to repurchase the same product or service in the future will be defined and builds a positive attitude towards the brand and its similarities brand and sub-brand Many researchers believe is the best way to optimize customer loyalty at the same time assessing their attitudes and behaviors (Rundle-Thiele and Bennett 2001)

Both theoretical scales for measuring brand loyalty are: scale of FIGURE 1: CONCEPTUAL MODEL OF THE attitude and behavior. Focus on the attitude scale commitment INTERACTION BETWEEN DIGITAL MARKETING is planned. Attitude scales to buy some brand loyalty and word AND CUSTOMER LOYALTY RESEARCH SHOWS of mouth or purchase additional points. For example, The main focus of this model is the relationship between brand behavioral scales brand loyalty includes sharing wallets, and customer loyalty. The main result is that it is the behavior purchases of consumer goods brand in the product category for

International Journal of Engineering Science and Computing, April 2016 3962 http://ijesc.org/ displacement and the re-purchase behavior. F. Kressmann et al) Thesis titled "Role of Media in advertising" from Mlaahmd 2006, 960) (1383) tried to attract media best practices in search advertising and pay attention to factors such as the level of individuals There are differences between customer loyalty and customer based on age and gender profile Advertising will be discussed. behavioral loyalty might be found, but it tends to be little logic (Dick and Basu 1994) 5. Research methodology: The validity of research, in addition to the questions and The division loyalty by Oliver (1999) carried out his previous indices relevant to the study of theoretical foundations and loyalty to a variety of cognitive, effective, deeds, has operating hypothesis were selected, the validity has also been used. divisions. But in general, all of these types are classified in two Statistical community for calculating the reliability of the categories attitude and behavior. In the concept paper, loyal distribution of questionnaires among 384 secondary and minor customer behavior, including buying the products, website or creature of this study was to assess the reliability of the visit the shops and feedback their views to loyalty attitude questionnaire using Cronbach's alpha and using descriptive include brand orientation, brand imagery and brand knowledge statistics and Babes-demographic variables such as the and consent and understanding it is due to their volatility. In the calculation of frequency and percentage were used. Finally, to case of traditional advertising, brand identity that is related to assess the impact, export motivators for the development of digital channels (eg Chen et al. 2002; McMillan et al. 2002; export of regression coefficient test and analyzing its Ribbink et al. 2006; Srinivasan et al. 2002; Zeithaml et al. significance by ANOVA one-way ANOVA. To determine the 2002). sample size was not available because the population variance Morgan table was used. The population of people uses these 3.4 Hypotheses: products in chair stores SHAHRVAND in tehran. The results The first hypothesis: increase the number of brand associated of Morgan sample size n = 384, respectively. with a positive effect on customer behavioral loyalty. The second hypothesis: increase the number of brand Analysis of data: Examine public data associated with a positive effect on customer loyalty approach. TABLE 1: GENDER OF RESPONDENTS

4. Literature: Frequency Percent Valid Cumulative Research in the field of conceptual models of digital marketing Percent Percent and customer loyalty, marketing literature is very extensive and we can say few studies in this area have been few studies to determine factors, leading to the development of the loyalty of Valid female advertising in the media have become digital. 201 52.3 52.3 52.3

Bvnykr Hoff and Dressler (1385) in a study entitled "identify man and rank the most important factors influencing brand loyalty 183 47.7 47.7 100.0 in the enterprise with the use of multi-criteria decision Total 384 100.0 100.0 approach" to the results found that three factors (physical - environmental, trust and competence of staff) are associated with customer brand loyalty. Ranking Factors significant As Table 1 show, most respondents to the questionnaire in difference among the three chosen method can be seen, but in terms of gender, women at 52.3 percent-haves. Most reviewing the rating group separately by different factors, no respondents to the questionnaire regarding the type of degree, significant difference. bachelor's degree were 39.8%.

Robertson and Rvsytr (1977) in a study on the impact of To investigate the significant difference in mean values of the television advertising on the people to the conclusion that the mean, the one-sample t-test was used. time spent watching ads on their behalf, asking them to buy a product associated with. As the results in Table 3 can be seen, suggesting that the views of respondents in meaningful level of 0.05, a significant Ahmadi-Pour (1389) in an article titled Foundations of the difference between the mean number of components and influence of advertising messages to the conclusion that in content, advertising, and customer loyalty (attitudinal and terms of the values of the culture of any society, members of behavioral) is intended to mean. the community to ad content, feel good or bad, so the cultural values in making promotions it should be noted. Other respondents from the perspective of designing the performance of the advertising content and customer loyalty more than average attention.

International Journal of Engineering Science and Computing, April 2016 3963 http://ijesc.org/ TABLE 3: ONE-SAMPLE T-TEST VARIABLES

Test Value = 0 t df Sig. (2- Mean 95% Confidence tailed) Difference Interval of the Difference Lower Upper Numberrelationmean 90.532 383 .000 3.87760 3.7934 3.9618 Relationcontentmean 59.520 383 .000 3.55000 3.4327 3.6673 Relationadvertismean 70.360 383 .000 3.85729 3.7495 3.9651 Behavioralloyalty 86.571 383 .000 3.80417 3.7178 3.8906 Attitudinalloyalty 61.702 383 .000 3.60312 3.4883 3.7179

Research hypothesis test: Test hypothesis 1: Increase the number associated with a positive effect on brand loyalty and customer behavior.

TABLE 4: REGRESSION COEFFICIENT ASSOCIATED WITH THE VARIABLE FREQUENCY BRAND

Model R R Square Adjusted R Square Std. Error of the Estimate 1 .966a .933 .932 .22388

a. Predictors: (Constant), number relation mean

In Table 4 for the count regression coefficient associated with variance of behavioral customer loyalty by changing the the brand and customer loyalty behavior shows a correlation of frequency of brand association to explain the flora. intensity factor (.966a = R) and coefficient of determination equals (.933 = R2), meaning approximately 0.041% of the

TABLE 5: REGRESSION COEFFICIENT

Standardized Unstandardized Coefficients Coefficients Model B Std. Error Beta t Sig. 1 (Constant) .638 .054 .696 .000 numberrelationmean .591 .014 .966 2.693 .000

a. Dependent Variable: behavioralloyalty

Table 5 shows the regression coefficient component count can behavior loyalty 0.966 involved and the amount is significant at be a variance associated with brand loyalty significantly the 95% level, which represents the effective role of the explain customer behavior. Beta value shows the variables number of components behavior associated with brand loyalty associated with the brand plays on the changes in customer customer.

TABLE 6:ANOVA Model Sum of Squares df Mean Square F Sig. 1 Regression 264.847 1 64.847 284.204 .000b Residual 19.146 382 .050 Total 283.993 383 a. Dependent Variable: behavioralloyalty b. Predictors: (Constant), numberrelationmean

International Journal of Engineering Science and Computing, April 2016 3964 http://ijesc.org/ To confirm the regression coefficient analysis of variance Visit the brand association and customer behavioral loyalty is (ANOVA) are used, ANOVA test results showed F observed confirmed. (284.204 = F) in the (0.05p =) meaningful is evident; in other Hypothesis 2: Increase the number of times a brand associated words, the results of the relationship between the number of with a positive effect on customer loyalty approach.

TABLE 7: REGRESSION COEFFICIENT ASSOCIATED WITH THE VARIABLE FREQUENCY BRAND Model R R Square Adjusted R Square Std. Error of the Estimate 1 .812a .659 .658 .66887 a. Predictors: (Constant), numberrelationmean

Table 7 shows the correlation coefficient equal to (.812a = R) changing the frequency of brand association to explain the bulk and coefficient of determination (.659 = R2), meaning be. approximately 0.659% of the variance in customer loyalty by

TABLE 8: REGRESSION COEFFICIENT Standardized Unstandardized Coefficients Coefficients Model B Std. Error Beta t Sig. 1 (Constant) .689 .162 4.267 .000 numberrelationmean .107 .041 .812 7.184 .000 a. Dependent Variable: Attitudinalloyalty

Table (8) of the regression coefficient shows that the explaining the loyalty consumers 'attitude 0.812 and this value component count can be a variance associated with brand is significant at the 95% level, which represents the role of loyalty consumers' attitude to significantly explain. Beta value brand loyalty consumers' attitude variables interaction shows the variables associated with the brand plays a role in frequency Are.

ANOVA: TABLE 9 Model Sum of Squares df Mean Square F Sig. 1 Regression 330.613 1 330.613 38.982 .000b Residual 170.903 382 .447 Total 501.516 383 a. Dependent Variable: Attitudinalloyalty b. Predictors: (Constant), numberrelationmean

ANOVA test results showed F observed (38.982 = F) in the When the marketing logic of focusing on products to services (0.05p =) meaningful is evident; in other words, the results of (Vargo and Lusch 2004) will be redirected. The DMC also can the relationship between the frequency of brand communication help marketers build profitable and function better and more and attitudinal loyalty is confirmed. efficient (Reinartz and Kumar 2003; Reinartz et al. 2005)

6. Summary and interpretation of results Digital channels effective opportunities for marketers who are TABLE 10: ASSUMPTIONS RELATED TO THE in contact with the customer provide and thus enhance their COHERENT INTERACTION BETWEEN DIGITAL loyalty. Based on conceptual models suggest that with MARKETING COMMUNICATIONS AND CUSTOMER communications are arranged in a row and increases customer LOYALTY loyalty. As we have shown how the model will greatly Conceptual Model Hypotheses The impact strengthen customer loyalty can be also applied this formula to on attract new customers. customer loyalty 7. Suggestions: In order to complete the results of this research could be the Brand Behavioral Attitudinal reasons for the lack of effectiveness of promotional campaigns communication loyalty loyalty in Iran and limits to be explored. and interaction Repeated P1a,P1b + + Reference: interactions: [1]Aaker,David A.1997,”Dimentions of Brand Personality “ Journal Of Marketing Research 34(August):347-356

International Journal of Engineering Science and Computing, April 2016 3965 http://ijesc.org/ [2]Baldinger,Allan L.and Joel Rubinson.1996.”Brand Loyalty: The Link Between Attitude and Behaviour.” Journal of Advertising Research 36(6):22-34

[3]Crowder, Robert G.1976.Principle Of Learning and memory .Hillsdale, NJ, Erlbaum

[4]Jacoby,Jacob & Chestnut,Robert.1978.Brand Loyalty: Measuement and Management. New York: Wiley.

[5]Rosenspan,A.(2000).”Permission is not enough.” Journal of Interactive Marketing (3):215-218

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