Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceThis study intends to understand and examine the direct and indirect effects that brand experience may have on consumer satisfaction, brand trust and brand loyalty, and ultimately to determine whether Portuguese women have brand loyalty when it comes to skincare products in the cosmetic sector and what can be done to improve that loyalty. The main factors that may affect the purchase of this type of products were also analyzed in order to determine which factors exert higher influence on Portuguese women when it comes to the purchase of skincare products. With this in mind, the results provided by this study will contribute to the existing knowledge in this subject with meaningful data that has clear practical application, since it can help either existing or new domestic and international companies to better understand the Portuguese market and consequently, develop their marketing strategies. A total of 255 responses were collected through an online questionnaire that targeted Portuguese women with ages between 18 and 65. The findings of this study revealed that brand experience has a significantly and positive effect on consumer satisfaction, brand trust and brand loyalty. In addition, a mediation analysis showed that consumer experience and brand trust significantly mediate the relationship between brand experience and brand loyalty. The findings also demonstrate that country of origin (preference for Portuguese products), price and social influence have a significative influence on brand loyalty, while the organic nature of skincare products and the use of harmful ingredients in these products don’t affect brand loyalty in a significative way
