Perceived Quality, Packaging and Self-Image Congruence: an Application in the Cosmetics Market

Ahmad Jamal, Cardiff University, UK
Mohammed Sajid Khan, American University of Sharjah, UAE
Matoula Stamatia Tsesmetzi, Cardiff University, UK
While recent market analyst reports point out that consumer perception of packaging, perceived quality and self-concept are important issues with the cosmetics market, yet no empirical research exists to confirm their effects. Using data from 193 female brand users, the paper fills this gap and demonstrates that perceived quality, packaging perceptions and self-image congruence are related to satisfaction which in turn is related to loyalty and word of mouth intentions. Also, perceptions of packaging and self-image congruence directly impact loyalty and word of mouth whereas perceived quality only directly impacts word of mouth intentions. Paper discusses implications for brand managers.
[ to cite ]:
Ahmad Jamal, Mohammed Sajid Khan, and Matoula Stamatia Tsesmetzi (2009) ,"Perceived Quality, Packaging and Self-Image Congruence: an Application in the Cosmetics Market", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1019-1020.