The effect of brand image on overall satisfaction and loyalty intention in the context of color cosmetic

Presented by:

Muhammad Farooq (LCM3018)

Research Article The effect of brand image on overall satisfaction and loyalty intention in the context of color cosmetic.

Stephen Laison Sondoh JrUniversiti Malaysia Sabah (UMS)

Maznah Wan OmarUniversiti Teknologi MARA

January 2007,Asian Academy of Management Journal, Vol. 12, No. 1, 83–107

Authors

Nabsiah Abdul WahidUniversity of Science Malaysia

Ismail IshakUniversity of Science Malaysia

Contentso Problem Areao Problem Statemento Literature Reviewo Definition's of Variableso Theoretical Frameworko Hypothesiso Research Designo Methodology

Problem Area:

Marketing (brand Image strategy)

Problem Statement:

To examine the effect of brand image benefits on satisfaction and loyalty intention in the context of color cosmetic product.

The cosmetic product images could be captured by consumer's thought/beliefs on brand image based benefits.

The different benefits (e.g. functional, social, symbolic, experiential, appearance enhances) overall would generally form brand/product image, and these different benefits consequently may influence overall satisfaction, which in turn leads to loyalty intention.

Literature Review

Loyalty Intention

Brand Image

Satisfaction

Variables

Brand Image

Brand Image considered a perception about a brand as reflected by the brand associations held in consumers‘ memory. He suggested that "brand associations comprise of brand attributes, brand benefits, and overall brand attitudes.

Zooming into Keller's (1993)

Brand Image Benefits

1. Experiential benefit

o Brand X makes me feel good o Brand X increases my frequency of use o Brand X gives me pleasure

2. Symbolic benefit

o Usage of brand X prevents me from looking cheapo Brand X helps me to better fit into my social group

3. Social benefit

o Brand X helps me feel accepted o Brand X improves the way I am perceived by others

4. Functional benefit

o Brand X makes me beautiful o Brand X can be dependable for use

5. Appearance enhances

o Brand X provides a solution to my expectationso Brand X makes a good impression of me on other peopleo Usage of brand X is effective to my needs than other brands

Satisfaction

Oliver (1997) defined satisfaction as "the consumer's fulfillment response. It is a judgment that a product or service feature, or the product or service itself, provided a pleasurable level of consumption-related fulfillment”.

Loyalty Intention

Oliver (1997) defined customer's loyalty as "a deep held commitment to rebuy a preferred product/service consistently in the future”.

Theoretical Framework

Hypothesis

H1: Customers' overall satisfaction mediates the relationship between brand image benefits and loyalty intention.

H2: There is a positive relationship between brand image benefits and overall satisfaction.

H3: There is a positive relationship between overall satisfaction and loyalty intention.

Purpose of the Study: Hypothesis testing Type of Investigation: Casual Study Extent of Researcher Interference: Minimal Interference Study Setting: Natural Environment (Non contrived) Type of Study: Field Experiment Unit of Analysis: Individual Level Time Horizon: Cross-Sectional (one shot)

Research Design

Methodology

Population Cosmetic Industry Lahore (Pakistan) Target Population

Consumers of Roop Singhar Liberty Plaza Branch Lahore. (They acknowledged the importance of beauty and personal grooming among Lahore women).

Sample Frame Consumer Directory

Sample size 201 consumers (one fourth of total population)

Sampling Technique Simple Random Sample

Statistical Technique SPSS V13

Data Collection Method Structured Questionnaire

Type of scale Interval Scale ( likert Scale)

Thank You