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

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.


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.


Ahmad Jamal, Cardiff University, UK
Mohammed Sajid Khan, American University of Sharjah, UAE
Matoula Stamatia Tsesmetzi, Cardiff University, UK


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Understanding Consumer Sensory Preferences: An Ethnographic Investigation of Sensory Flamboyance and Subtlety in India

Tanuka Ghoshal, Baruch College, USA
Russell W. Belk, York University, Canada

Read More


Personal Budgeting: Does It Work?

Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA

Read More


Time and Space for Robots and AI

Marat Bakpayev, University of Minnesota Duluth, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.