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

2. Presented by:
Muhammad Farooq
(LCM3018)

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

4. Stephen Laison Sondoh Jr
Universiti Malaysia Sabah (UMS)
Maznah Wan Omar
Universiti Teknologi MARA
January 2007,Asian Academy of Management
Journal, Vol. 12, No. 1, 83–
107
Authors
Nabsiah Abdul Wahid
University of Science Malaysia
Ismail Ishak
University of Science Malaysia

5. Contents
o Problem Area
o Problem Statement
o Literature Review
o Definition's of Variables
o Theoretical Framework
o Hypothesis
o Research Design
o Methodology

6. 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.

7.  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

8. Loyalty Intention
 Brand Image
Satisfaction
Variables

9. 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)

10. 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 cheap
o Brand X helps me to better fit into my social group

11. 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 expectations
o Brand X makes a good impression of me on other people
o Usage of brand X is effective to my needs than other brands

12. 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”.

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

14. Theoretical Framework

15. 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.

16.  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

17. 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

18.  Sample size
201 consumers
(one fourth of total population)
 Sampling Technique
Simple Random Sample

19.  Statistical Technique
SPSS V13
 Data Collection Method
Structured Questionnaire
 Type of scale
Interval Scale ( likert Scale)

21. Thank
You