Relationships of product attributes, CEO brand image, perceived brand image, and perceived quality on purchase intention of makeup brands

Abstract

Nowadays, the cosmetic industry becomes highly competitive, innovative, and fast-paced industry. An abundance of cosmetic brands enhances the intensity of the competition as it is easily introduced to customers. Purchase intention becomes complicated, particularly in homogenous industry, which makes it challenging for marketers to induce customers' purchase intention. Customers are uncertain about the product attributes' performance, differences, and expected benefits due to a lack of distinctions with competitors. Consequently, it affects customers' purchase intention. In addition, a growing number of local founders or CEOs of makeup brands such as Simplicity, Obsess Cosmetics, and dUCk Cosmetics have changed the landscape of the Malaysian makeup and cosmetic market. They are often linked as reliable sources and spokesperson as they understand their products and brands very well. However, biases and mistrust arise as their objectivity, trustworthiness, and honesty are questionable. These issues affect the CEO brand image and the question of whether the CEO brand image influences purchase intention is unknown. The present study examines the relationships of product attributes and CEO brand image toward purchase intentions of makeup brands in the local context using Social Cognitive Theory and Cue Utilisation Theory. Also, the present study determines to examine the mediating roles of perceived brand image, perceived quality, and information search behaviour in the relationships. The instruments used are adapted from the previous scholars, with thirty-two (32) items measured using the seven-point Likert scale. A simple random sampling technique was used to distribute seven hundred (700) questionnaires online in a Facebook closed group, but only five hundred and fifteen (515) were usable. SmartPLS was used as a tool to analyse the data and test the hypotheses of the study. The findings revealed that the product attributes, CEO brand image, perceived brand image, perceived quality, and information search behaviour had direct and indirect significant relationships on purchase intention. However, the direct and indirect relationships between CEO brand image, information search behaviour, and purchase intention were insignificant. Finally, theoretical, managerial, and methodological contributions and limitations and suggestions for future research are discussed.