A famous brand name and persuasive messages are presented with the aid of visual effects including social media, outdoor and TV commercial becomes an effective tool for influencing consumers’ decisions on buying the products. However the influence of these media is still debating. Thus a study of this area will be gain benefit to stakeholders.
The purpose of this study is to examine the effects of the media exposure toward the brand loyalty of foreign cosmetics products within Thai female consumers who are living in Bangkok Metropolitan area, including try to investigate the brand loyalty toward intention to purchase foreign cosmetic products.
Data will be collected by using the questionnaire that distributed to 200 Thai women who living in the Bangkok metropolitan area. We employ SPSS program and use multiple regression are employed to analyze the relationship among the media exposure, the brand loyalty and the intention to purchase foreign cosmetic products.

A famous brand name and persuasive messages are presented with the aid of visual effects including social media, outdoor and TV commercial becomes an effective tool for influencing consumers’ decisions on buying the products. However the influence of these media is still debating. Thus a study of this area will be gain benefit to stakeholders.
The purpose of this study is to examine the effects of the media exposure toward the brand loyalty of foreign cosmetics products within Thai female consumers who are living in Bangkok Metropolitan area, including try to investigate the brand loyalty toward intention to purchase foreign cosmetic products.
Data will be collected by using the questionnaire that distributed to 200 Thai women who living in the Bangkok metropolitan area. We employ SPSS program and use multiple regression are employed to analyze the relationship among the media exposure, the brand loyalty and the intention to purchase foreign cosmetic products.

TABLE OF CONTENTS
Chapter1 INTRODUCTION ...................................................................................... 1
1.1 Research Background........................................................................................1
1.2 Research Motivation..........................................................................................8
1.3 Objective ............................................................................................................. 8
1.4 Research Question ............................................................................................. 9
1.5 Scope of the Study..............................................................................................9
1.6 Expected Contribution of the Research...........................................................9
1.7 Definitions of Terms ........................................................................................ 10
1.8 Thesis Structure ............................................................................................... 11
Chapter2 LITERATURE REVIEW ........................................................................ 13
2.1 Brand.................................................................................................................13
2.2 TV Commercial Promotion.............................................................................23
2.3 Outdoor Advertising........................................................................................26
2.4 Social Media ..................................................................................................... 30
2.5 Purchasing Intention ....................................................................................... 33
2.6 Consumer Response Process: AIDA Model .................................................. 35
2.7 Related Literature............................................................................................38
2.8 Summary...........................................................................................................43
Chapter3 METHDOLOGY ...................................................................................... 45
3.1 Research Hypotheses ....................................................................................... 45
3.2 Research Method ............................................................................................. 46
3.3 Sampling .........................................................................................................46
3.4 Operational Definitions of Research Variables.............................................47
3.5 Data Collection ................................................................................................. 49
3.6 Data Analysis....................................................................................................50
Chapter4 DATA ANALYSIS AND FINDINGS......................................................52
4.1 Descriptive Analysis.........................................................................................52
4.2 Data Collection ................................................................................................. 52
4.3 Characteristics of Respondents ...................................................................... 53
4.4 Measurement Results for Variable.................................................................55
4.5 Factor Analysis and Reliability .................................................................... 57
4.6 Multiple Regressions........................................................................................61
4.7ANOVA Analysis .............................................................................................. 63
4.8 Summary Results of the Research Model Tested Hypotheses ..................... 65
Chapter5 CONCLUSIONS AND SUGGESTIONS..................................................66
5.1 Conclusions.......................................................................................................66
5.2 Management Implications ................................................................................ 69
5.3 Limitations and Future Research Suggestions ............................................70
References ................................................................................................................... 72
Appendix1 ................................................................................................................... 79
Appendix2 ................................................................................................................... 83

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