39 Volume 19 Issue 2 eISSN 2600- 7894 Labuan Bulletin of International Business &Finance INFLUENCE OF PERSONAL VALUES OF LUXURY COSMETIC BRAND IDENTIFICATION ON CONSUMER BRAND LOYALTY Siti Nor Bayaah Ahmad a* , Azizah Omar b , Sharifah Rahamah Amirul 1 Oscar Dousin a a Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah, Sabah, Malaysia b School of Management, Universiti Sains Malaysia, Penang, Malaysia *Corresponding author’s email: sitinor.ahmad@ums.edu.my ABSTRACT Brand loyalty is critical for a business to remain relevant in the market. Within the context of luxury sustainable practises, business has committed to sustainable business practises through its luxury brands, sending a strong message to the community about their commitment to the environment and community development. We are attempting to determine the factors that influence brand identification and loyalty in order to complete this research. The study's research objectives were accomplished through the use of an area sampling survey model in several major cities throughout Malaysia. The data were analysed using a structural equation model with partial least squares (PLS-SEM). Three dimensions of personal value, namely environmental consciousness, health consciousness, and appearance consciousness, as well as identification with a brand, were discovered to be significant predictors of consumer brand loyalty. The outcome provides practical advice that the Malaysian cosmetics industry can implement. The marketer's role will be to not only reinforce the brand's established positive perception, but also to forge a strong consumer- brand relationship. Additional research is required to address the study's limitations and to add to the body of knowledge on this subject. JEL classification: M31. Keywords: Personal values, environmental consciousness, health consciousness, appearance consciousness, brand identification. Received: June 26, 2021 Revised: October 4, 2021 Accepted: November 19, 2021 1. INTRODUCTION The cosmetics industry is rapidly expanding globally and moving at a breakneck pace. The cosmetics market's growth indicates favourable business opportunities for the industry,