MODELING THE BRAND IMAGE OF COSMETICS AND ITS IMPACT ON CUSTOMER SATISFACTION AND LOYALTY INTENTION WITH SPECIAL REFERENCE TO FACE CREAMS

226
Dr. G.S. David Sam Jayakumar and Mr. S. Dawood Ali. “Modeling the Brand Image of Cosmetics and
its Impact on Customer Satisfaction and Loyalty Intention with Special Reference to Face Creams”.-
(ICAM 2016)
MODELING THE BRAND IMAGE OF COSMETICS AND ITS IMPACT ON
CUSTOMER SATISFACTION AND LOYALTY INTENTION WITH
SPECIAL REFERENCE TO FACE CREAMS
Dr. G.S. David Sam Jayakumar
Assistant Professor, Jamal Institute of Management, Trichy – 620 020
Mr. S. Dawood Ali
Assistant Professor, Jamal Institute of Management, Trichy – 620 020
ABSTRACT
The research made an attempt to evaluate the impact of brand image of face cream on the
customer satisfaction and the loyalty intention of the customer. The study addresses the
following issues. What is brand image? How brand image, impacts the customer satisfaction
and loyalty intention? Is brand image and customer satisfaction are correlated? These are the
major research issues. Hence the researcher undertook a scientific enquiry to evaluate the
brand image of face cream and it is impact on satisfaction and loyalty intention of the
customer located in Trichy city.
Key words: Brand Image, Structural Equation Modelling, Customer Satisfaction, Loyalty
Cite this Article: Dr. G.S. David Sam Jayakumar and Mr. S. Dawood Ali. Modeling the
Brand Image of Cosmetics and its Impact on Customer Satisfaction and Loyalty Intention with
Special Reference to Face Creams. International Journal of Management, 7(2), 2016, pp. 226-
236.
http://www.iaeme.com/ijm/index.asp
1. INTRODUCTION AND EXECUTION OF THE STUDY
Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of
associations within the minds of target customers. It signifies what the brand presently stands for. It is a
set of beliefs held about a specific brand. In short, it is nothing but the consumers’ perception about the
product. Gardner and Levy (1955) were the first to capture the essence of brand image in writing, the
underlying idea of which they wrote was not entirely new. It is obvious that marketers of the late
nineteenth century were increasingly concerned with a "brand's gestalt" from the progressive
developments in branding, advertising and marketing techniques that took place during that era
(Murphy 1987) and James Duesenberry (1949) had observed that the act of consumption as symbolic
behavior was probably more important to the individual than the functional benefits of the product.
Despite this, brand image has become a vital concept for marketing managers. This has been
demonstrated by findings such as those which confirm that image considerations guide purchase choice
(Dolich 1969), that products are often purchased or avoided not for their functional qualities, but
because of how, as symbols, they impact the buyer-user's status and self-esteem (Levy 1958), and that a
product is more likely to be used and enjoyed if there is congruity between its image and the actual or
INTERNATIONAL JOURNAL OF MANAGEMENT (IJM)
ISSN 0976-6502 (Print)
ISSN 0976-6510 (Online)
Volume 7, Issue 2, February (2016), pp. 226-236
http://www.iaeme.com/ijm/index.asp
Journal Impact Factor (2016): 8.1920 (Calculated by GISI)
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International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 -
6510(Online), Volume 7, Issue 2, February (2016), pp. 226-236 © IAEME Publication
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(ICAM 2016)
ideal self-image of the user (Sirgy 1985). Canming and Jianjun (2011) Analyzed the relationship
among the service quality, customer satisfaction and loyalty degree of high speed railway by adopting
the structural equation model as analytical method with the high speed railway from Shanghai to
Nanjing as case study. Brand loyalty is a "marketers' Holy Grail" (Kapferer, 2005) and it ideally
measured the health of the company (Bennett & Rundle -Thiele, 2005). Studies have reported that a 5%
increase in consumer retention can generate a profit of 25–95% over 14 industries, for example in auto
service chains, software, brand deposits and credit card industries (Reichheld & Detrick, 2003;
Reichheld & Sasser, 1990). Additionally, those loyal customers are more likely to advocate for the
brand and recommend it to relatives, friends and other potential consumers (Schultz, 2005). Chaudhuri
and Holbrook (2001) scrutinized Two aspects of brand loyalty, purchase loyalty and
attitudinal loyalty are examined as lining variables in the chain of effects from brand trust
and brand affect to brand performance (market share and relative price).Marketing products are
classified as fast moving consumer goods, consumer durables, and industrial goods and so on. Among
these, fast moving consumer goods are the frequently used products and every day the demand for
these products, we high and perennial. So the major players of fast moving consumer goods industry
concentrates more on their brands and the brand managers acts sensitively to apply branding strategy.
So, this study made an attempt to evaluate the impact of brand image of face cream on the customer
satisfaction and the loyalty intention of the customer located in Trichy city.
2. THEORETICAL FRAMEWORK OF BRAND IMAGE, CUSTOMER SATISFACTION AND
CUSTOMER LOYALTY
2.1. Brand Image
Brand image conveys emotional value and not just a mental image. Brand image is nothing but an
organization’s character. It is an accumulation of contact and observation by people external to an
organization. It should highlight an organization’s mission and vision to all. Reynolds (1965) noted that
"an image is the mental construct developed by the consumer on the basis of a few selected
impressions among the flood of the total impressions; it comes into being through a creative process in
which these selected impressions are elaborated, embellished, and ordered". Kotler (2001) defined
image as "the set of beliefs, ideas, and impression that a person holds regarding an object". On the
other hand, Keller (1993) considered brand image as "a set of perceptions about a brand as reflected by
brand associations in consumer's memory". A similar definition to Keller's was proposed by Aaker
(1991), whereby brand image is referred to as "a set of associations, usually organized in some
meaningful way" The main elements of positive brand image are- unique logo reflecting organization’s
image, slogan describing organization’s business in brief and brand identifier supporting the key
values. Brand image is the overall impression in consumers’ mind that is formed from all sources.
Consumers develop various associations with the brand. Based on these associations, they form brand
image. An image is formed about the brand on the basis of subjective perceptions of association’s
bundle that the consumers have about the brand. Volvo is associated with safety. Toyota is associated
with reliability.
2.2. Customer Satisfaction
Oliver (1997) defined satisfaction as "the consumer's fulfilment response. It is a judgment that a
product or service feature, or the product or service itself, provided (or is providing) a pleasurable level
of consumption-related fulfilment, including levels of under- or over-fulfilment" Customer
satisfaction measures how well the expectations of a customer concerning a product or service
provided by your company have been met. Customer satisfaction is an abstract concept and involves
such factors as the quality of the product, the quality of service provided, the atmosphere of the
location where the product or service is purchased, and the price of the product or service. Customer's
expectations are pre-trial beliefs about a product (Olson & Dover, 1979) that function as comparison
standards or reference points against which product performance is judged (Oliver, 1980; Bearden &
Teel, 1983). Businesses often use customer satisfaction surveys to gauge customer satisfaction.
Typical areas addressed in the surveys include: Quality of product, Value of product relative to price,
Time issues, such as product availability, availability of sales assistance, time waiting at checkout, and
delivery time. Atmosphere of store, such as cleanliness, organization, and enjoyable shopping

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environment, Service personnel issues, such as politeness, attentiveness and helpfulness. Convenience,
such as location, parking, and hours of operation
2.3. Customer Loyalty
Customer loyalty is all about attracting the right customer, getting them to buy, buy often, buy in
higher quantities and bring you even more customers. However, that focus is not how you build
customer loyalty. It can be built by any of following steps keeping touch with customers using email
marketing, thank you cards and more. Oliver (1997) defined customer's loyalty as "a deep held
commitment to rebuy or repatronize a preferred product/service consistently in the future, thereby
causing repetitive same-brand or same brand-set purchasing, despite situational influences and
marketing efforts that have the potential to cause switching behavior" It is important to note that the
entire brand loyalty phenomenon cannot be assessed if the attitudinal loyalty is not extended over the
action behaviour (Amine, 1988). In relation to loyalty, the linkages between attitude and behaviour
approach was found to be weak (East, Gendall, Harmond, & Wendy, 2005). For instance, Hennig-
Thurau and Khee (1997) indicated that those studies that used actual behavior outcomes showed weak
associations or negative relationships with satisfaction. Treating your team well so they treat your
customers well. Showing that you care and remembering what they like and don’t like. You build it by
rewarding them for choosing you over your competitors. You build it by truly giving a damn about
them and figuring out how to make them more success, happy and joyful. In short, you build customer
loyalty by treating people how they want to be treated.
3. METHODOLOGY AND INSTRUMENTATION
3.1. Pilot Study
A draft questionnaire was prepared by the researcher to evaluate the brand image on customer
satisfaction and loyalty intention of face cream and it comprises of different set of questions. They are
personal demographic profile (9) brand image (15) customer satisfaction (5) loyalty intention (4)
respectively, which is anchored at five point likert scale. 90 customers were randomly selected from
customer of face cream brand and the draft questionnaire was issued to these customers for the purpose
of collecting the preliminary information about the perception of customers. Beside the researcher
doesn’t modified the semantic meaning to the conceptual questions in the questionnaire.
3.2. Sampling Framework
The research is a sample survey to elevate the impacts of brand image on customer satisfaction and
loyalty intention of face cream customers. For this the researcher adapted a purposive sampling method
which comes under the non-probability sampling technique. Moreover the researcher has selected eight
face cream brands namely Ponds, fair & lovely, Olay, Lakme, Nivea, clean & clear, L’Oreal, Amway
respectively for the purpose of evaluation the customer satisfaction. The calculations of the sample size
are as follows:
4. DETERMINATION OF SAMPLE SIZE
In order to determine the sample size for this research study the following formula is used
Where n = the sample size,
Z= the standard normal variant value (Z=1.64) at 95% confidence level
e = the allowable sampling error at 5% level
s = the standard deviation of the raw brand image score
Based on the pilot study, the standard deviation of the customer satisfaction is calculated. Now by
substituting the above said values in the formula, we get the required sample size (240) of is the lower
limit and it size used to analyze the effects of brand image on customer satisfaction and loyalty
intention of face cream in Trichy city

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5. METHOD OF DATA COLLECTION
A well-structured questionnaire was prepared by the research after the pilot study is completed by
rectifying the short coming faced in the pilot study results. The finalized questionnaire is divided into
first part, which includes the questions regarding personal demographic profile of the face cream
customers, part 2 the behavioral information of face cream customers, part 3 dimension of attitude
questions, part 4 dimension of customer satisfaction questions in marketing and business factors, part 5
the dimension of customer perception of economic and social factors. Finally, secondary information
regarding the profile of the face cream customer is related reviews are also collected by the research
through the internet source. The researcher also visited all the aforementioned face cream dealers in
Trichy city for the purpose of conducting some formal discussion with the customers.
6. DATA ANALYSIS
After the final data collection was completed, the researcher then conducted computerized data with the
hop of famous statistics software namely IBM SPSS 22 and IBMS SPSS AMOS 22. At first the
collected data was organized and logically tabulated. Simple frequency tables prepared and presented
based on the personal and demographic background of the customers. Moreover structural equation
modeling used to propose a multi-dimensional model of evaluating the impact of brand image on
customer satisfaction and loyalty intention of face cream customer.
7. DATA ANALYSIS AND INTERPRETATION
This chapter deals with the analysis of brand image and its impact on customer satisfaction and loyalty
intention of face cream uses. The analysis was conducted at two different stages. At first the researcher
assumed the 24 items under 3 dimensions namely brand image, customer satisfaction, and loyalty
intention followed the multivariate normal distribution. At stage: 1- Simple frequency tables were
prepared and presented for the personal and demographic background of face cream users. At stage: 2 -
Structural equation modeling was used to evaluate the effect of brand of customer satisfaction, and
loyalty intention. Moreover the researcher fitted 3 different same models. As a competing model
strategy and then we identity the best model based on the fitted model by using AIC (Akaike
information criteria).
Abbreviations for Constructs and Item name
Constructs Item name Item label
Experimental Benefits
Makes me feel good EX1
Delighted feeling EX2
Increase in usage frequency EX3
Pleasure in using EX4
Symbolic benefit
Gives royal look SY1
Perception of having desirable lifestyle SY2
Helps me to better fit into my society SY3
Social benefit
helps me feel accepted SO1
Improves the way I am perceived by others SO2
Functional benefit
Promising brand FU1
Gives beauty FU2
Trusted brand FU3
Appearance benefit
Solution for my expectation AP1
Good impression of me to others AP2
Effective than other brands AP3
Overall Satisfaction
Right decision of using the brand SAT1
very satisfying experience SAT2
satisfied with my decision to use this brand SAT3
Wise choice SAT4
Satisfies my need SAT5
Loyalty Intention
My first choice LOY1
continue using this brand in the future LOY2
Repurchase this brand in the future LOY3
Recommend to friends and relative LOY4
Table 1. Frequency table for Personal and demographic profile of face cream users

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Variables Constructs No of users Percentage of users
Sex
Male 51 21
Female 189 79
Status
Married 56 23
Unmarried 184 77
Age
15-25 165 69
25-35 53 22
35-45 14 6
>45 8 3
Educational Qualification
School 37 15
UG 101 42
PG 93 39
Diploma 9 4
Profession
Student 143 60
Self employed 19 8
Private sector 41 17
Public sector 12 5
Others 25 10
Monthly Income
<15000 6 2
15000-25000 38 16
25000-35000 36 15
>35000 4 2
Not applicable 156 65
Brands
Ponds 59 25
Fair & lovely 40 17
Olay 25 10
Lakme 13 5
Nivea 32 13
Clean & Clear 20 8
L’Oreal 9 4
Amway Dynamite 12 5
Others 30 13
Usage frequency
Daily 161 67
2 Days once 42 18
3 Days once 21 9
> 3 Days once 16 7
Period of using
< 6 months 72 30
6 months – 1 year 69 29
> 1 year 99 41
N 240 100

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Model 1 Structural model of brand image of face cream and its direct and indirect impact on
satisfaction and loyalty. Path diagram 1
Model 2 (Best model) Structural model of brand image of face cream and its direct impact of
satisfaction and indirect impact on loyalty intention. Path diagram 2

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Model 3 Structural model of brand image and satisfaction impact of brand image of face cream and it
is impact of loyalty intention. Path diagram 3

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Model selection center
 Model -1 AIC – 445.637
 Model -2 AIC – 444.167 - Minimum
 Model -3 AIC - 445.637
Table 1 shows the personal and demographic background of face cream users from the total of 240
customers, 78 % of the customers are female and the remaining 21 % are male. Hence majority (78 %)
of the customer are female users. 77% of the customer are unmarried and the remaining 23% of them
of married. So this shows the majority (77 %) of the customer are unmarried in this research study. The
age of the customer were classified as 15-25, 25-35, 35-45, and 45 above respectively out of 240
customers, 69% of the customer are in the age between 15-25 years followed by 3% of the age greater

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than 45. Hence Majority (69 %) of the customer in the sample survey are the age between 15-25 years.
The qualification of the customer were classified as school, UG, PG, and Diploma respectively out of
240 customers, 42% of the customer are in the qualification of UG followed by 4% of the qualification
Diploma. The occupation of the customer were classified as student, self-employed, private sector,
public sector, and others respectively out of 240 customers, 60% of the customer are in the occupation
of student followed by 8% of the Occupation is self-employed. The majority (60 %) of the customer in
the sample survey are the occupation of student. The monthly income level of the customer were
classified as less than 15000, 15000-25000, 25000-35000, 35000 above, and not applicable
respectively out of 240 customers, 65% of the customer are in the monthly income level is not
applicable followed by 2% of the less than 15000 and 2% of the greater than 35000. From the total of
240 customer, 25% of the customer Use Ponds and the remaining 4% of them of L’Oreal. Hence
Majority (25 %) of the customer are Ponds in this research study. 67% of the customer daily using of
the remain 7% of them use 3 days once. Visualizes the gender of customer from the total of 240
customer, 41% of the customer >1year of the remain 29% of then of 6 months – 1year.Hence Majority
(41 %) of the customer are > 1year in this research study. Path diagram-1 explains the effects of brand
image of face cream on the customer satisfaction and the loyalty intention. This model explains the
multidimensional impact among brand image, satisfaction, loyalty intention of face cream uses. The
result conforms that the item this 3 dimension are strategically significant at 1% level moreover the
brand image face ream give a direct positive impact to the direct customer satisfaction, loyalty
intention. But the brand image it’s given more contribution (0.69). To the satisfaction face cream uses
when compared to their loyalty intention. On the other hand if the satisfaction increases definitely the
loyalty in will also increase finally the fitted model-1 is good because the GFI (0.902), AGFI (0.880)
are closed to on RMR (0.083), RMSEA (0.039) closed to (0). Hence the fitted model is valued and
reliable to evaluate the impact of brand image of face cream brand of the customer satisfaction and
their loyalty intention in Trichy city. Path diagram-2 explains the effects of brand image of face cream
on the customer satisfaction and the loyalty intention. This model explains the multidimensional impact
among brand image, satisfaction, loyalty intention of face cream uses. The result conforms that the
item this 3 dimension are strategically significant at 1% level moreover the brand image face ream give
a direct positive impact to the direct customer satisfaction, loyalty intention. But the brand image it’s
given more contribution (0.69). To the satisfaction face cream uses when compared to their loyalty
intention. On the other hand if the satisfaction increases definitely the loyalty in will also increase
finally the fitted model-1 is good because the GFI (0.902), AGFI (0.880) are closed to on RMR
(0.083), RMSEA (0.039) closed to (0). Hence the fitted model is valued and reliable to evaluate the
impact of brand image of face cream brand of the customer satisfaction and their loyalty intention in
Trichy city. Path diagram-3 expiates the effects of brand image of face cream on the customer
satisfaction and the loyalty intention. This model explains the multidimensional impact among brand
image, satisfaction, loyalty intention of face cream uses. The result conforms that the item this 3
dimension are strategically significant at 1% level moreover the brand image face ream give a direct
positive impact to the direct customer satisfaction, loyalty intention. But the brand image it’s given
more contribution (0.69). To the satisfaction face cream uses when compared to their loyalty intention.
On the other hand if the satisfaction increases definitely the loyalty in will also increase finally the
fitted model-1 is good because the GFI (0.902), AGFI (0.880) are closed to on RMR (0.083), RMSEA
(0.039) closed to (0). Hence the fitted model is valued and reliable to evaluate the impact of brand
image of face cream brand of the customer satisfaction and their loyalty intention in Trichy city.
Among the three fitted structural model of evaluating the brand image on customer satisfaction and
loyalty intention we identify model-2 is the bust. Because the AIC values for model-1 (445.637), for
model-2 (444.167) and for model-3 (445.637) respectively. Here the AIC values respects the
information value lost between the three models and the fitted structural model. When comparing the
information last of this 3 models it is confirmed that the information lost for the fitted model-2 it is
minimum hens, model-2 is the bust one for evaluating the brand image of face cream and its direct
impact of satisfaction and indirect impact on loyalty intention in Trichy city.

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8. SUGGESTIONS
The visible element of product needs to be more attractive and the quality of the product should be
improved according to Indian culture. The price level need to be decreased and the availability of
product should increase. There is a need of proper maintenance of stock by the seller. Innovation in the
products is recommended. Brand image of the product, and brand image of company can be improved
by its logo, color, designing. Frequent product advertisement camping helps in building brands. There
should be association with the customer and company. Company should get regular feedback from
customer to satisfy needs and wants and maintenance of goodwill is very important. If these
suggestions were achieved the customer will be automatically loyal to their product. There should not
be any change in taste, price, quality, until the customer wants any change of the particular product.
9. CONCLUSION
This research study made an effect to analysis the impact of brand image of face cream brands of the
customer satisfaction and their loyalty intention. The brand image of face cream brand was evaluate by
using experiential benefit, symbolic benefit, social benefit, functional benefit, appearance benefit
respectively. If the brand manager of the face cream changes their brand image then the appearance
benefit, social benefit, functional benefit will increases and definitely increases the brand image the
minds of customer moreover the brand image of the face cream brand given more impact to the
satisfaction customer and compare to loyalty intention. Finally this research study proposed a bust
model to evaluate the impact of brand image on customer satisfaction and brand loyalty intention in
Trichy city.
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goal. Journal of Service Marketing, 18(7), 514–523.
[4] Kapferer, J. N. (2005). The roots of brand loyalty decline: An international comparison.
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MODELING THE BRAND IMAGE OF COSMETICS AND ITS IMPACT ON CUSTOMER SATISFACTION AND LOYALTY INTENTION WITH SPECIAL REFERENCE TO FACE CREAMS

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MODELING THE BRAND IMAGE OF COSMETICS AND ITS IMPACT ON CUSTOMER SATISFACTION AND LOYALTY INTENTION WITH SPECIAL REFERENCE TO FACE CREAMS