Torres, António MarinhoSimões, Ana Rita Ferreira Fernandes2021-03-262020-06-162020-06-04http://hdl.handle.net/10362/114483Loyalty 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.engBrand loyaltyBrand engagementEmotional connectionCEMS MIMmaster thesis202609421