Using engagement drivers to understand differences in loyalty in the portuguese beauty and hygiene market

Abstract

Loyalty is essential to create strong brands. As a result, understanding its sources is an advantage to companies. This study suggests that brand engagement is an impactful source of loyalty in the Portuguese beauty and hygiene market. Through a comparative analysis of the top three brands, this study shows that an outstanding engagement requires a balance between both rational and emotional components. Brands that focus on this balance achieve greater levels of loyalty.