Effect of Brand Image and Product Quality on Customer Purchase Intention: The mediating role of Customer Satisfaction in the Cosmetics Industry

Abstract

This research examines the impact of brand image and product quality on consumer purchase intentions in Sri Lanka's cosmetics industry, using customer satisfaction as a mediator, with a focus on British cosmetics customers in Colombo 1-15. Using a positivism philosophy and a deductive quantitative approach, data was collected via a structured questionnaire, obtaining 386 valid responses. Statistical analyses, encompassing correlation, regression, and mediation testing, were carried out with SPSS version 26. The findings discovered that brand image has a significant positive impact on purchase intentions, however product quality had no direct significant influence. Customer satisfaction did not mediate the relationships, emphasizing the importance of brand perceptions over satisfaction in cosmetic purchasing behavior. These findings highlight the significance of emotional branding and consistent brand message for cosmetic brands competing in competitive urban marketplaces. The research also recommends areas for future investigation, like the psychological determinants of brand preference.