Impact of Brand Experience on the Purchase Intention and Loyalty of Luxury Cosmetics Brands: Mediating Role of Self Concept

Devi Prasad Ungarala

doi:10.17762/pae.v58i2.4013

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Published: Mar 10, 2021

DOI: https://doi.org/10.17762/pae.v58i2.4013

Devi Prasad Ungarala

Abstract

Luxury market has witnessed rapid growth in India in the recent past. This research studied impact of brand experiences on the purchase intention and loyalty of luxury cosmetics brands and the mediating role of self concept with a focus on female consumers. Data were collected through a survey from valid 315 women luxury cosmetic users in India. Test of Structural Model was used to analyze the data. The empirical results indicated that purchase intention and brand loyalty are significantly influenced by brand experience. Self concept mediates between brand experience and purchase intention and brand loyalty. The results of this research offer key insights to marketing professionals, throw light on consumer behaviour in the beauty segment and help to formulate marketing tools to launch and commercialize cosmetics successfully.

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Vol. 58 No. 2 (2021): Volume 58 No. 2 (2021)

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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