Exploring the Interplay of Product Attributes, CEO Brand Image and Purchase Intention in the Cosmetic Industry: A Comprehensive Review
Abstract
The cosmetics industry is highly competitive, with consumer purchase intentions influenced by both tangible attributes, such as product quality, and intangible factors, such as CEO branding. This study explores the interplay between product attributes and CEO brand image, emphasizing the role of mediating factors such as perceived quality, brand image, and information search behavior. By utilizing the Social Cognitive Theory (SCT) and Cue Utilization Theory (CUT), the research provides insights into how intrinsic (e.g., product features) and extrinsic (e.g., branding) cues shape consumer decisions. Case studies of successful Malaysian CEOs, including Naeemah Abdul Rahman of Nurraysa, highlight how personal branding aligned with ethical and cultural values drives loyalty and trust. The findings offer a comprehensive framework for understanding consumer behavior and provide actionable strategies for marketers to enhance engagement and differentiation in a saturated market. Practical implications include leveraging emerging technologies, such as augmented reality, to complement branding strategies and improve consumer experience. Future research should address regional and cultural nuances and explore the long-term impacts of CEO branding on customer loyalty and brand equity.
Downloads
References
Andreini, D., Fetscherin, M., & Zarantonello, L. (2020). CEO branding: Leadership, personality, and performance. Journal of Business Research, 124, 156–168.
Bandura, A. (1986). Social Foundations of Thought and Action: A Social Cognitive Theory. Prentice Hall.
Chen, X., Zhou, L., & Zhang, Y. (2021). Exploring the role of packaging design as an extrinsic cue in consumer decision-making. Journal of Consumer Behaviour, 20(3), 255–267.
Eyada, B., & Abdel Rahman, A. (2020). The power of social media in personal branding: Lessons from Kylie Jenner. Journal of Marketing Trends, 15(2), 101–115.
Han, Y., & Kim, E. (2022). The role of social cognitive theory in understanding consumer-brand relationships: Evidence from the beauty industry. Journal of Consumer Marketing, 39(1), 1-15.
Hassim, H., Rahmah, R., & Ahmad, S. (2019). CEO branding in the Malaysian cosmetics industry. International Journal of Consumer Studies, 43(5), 487–500.
Hossain, M. (2020). The influence of social media on consumer behavior: A case of Huda Beauty. Journal of Digital Marketing, 12(4), 56–68.
Jacoby, J., Olson, J. C., & Haddock, R. A. (1994). Price, brand name, and product composition characteristics as determinants of perceived quality. Journal of Applied Psychology, 52(3), 24–33.
Koschate-Fischer, N., Diamantopoulos, A., & Oldenkotte, K. (2012). Cues and customer purchase intentions. Journal of Consumer Psychology, 14(4), 245–257.
Kwon, H., & Kim, E. (2022). The impact of social media marketing on consumer behavior: Evidence from the cosmetics industry. Journal of Interactive Marketing, 58, 85–98.
Landwehr, J. R., Wentzel, D., & Herrmann, A. (2012). Product design and consumer perception: Intrinsic and extrinsic cues. Journal of Consumer Research, 39(3), 375–389.
Lawal, A. (2020). CEO branding and consumer engagement on social media. Journal of Digital Marketing Trends, 14(3), 67–89.
Lee, S., & Choi, J. (2020). The role of celebrity endorsements in shaping consumer preferences for cosmetics. Journal of Retailing and Consumer Services, 54, 102045.
Lien, C-H., Wen, M-J., Huang, L-C. & Wu, K-L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review. 19. 10.1016/j.apmrv.2015.03.005.
Osorio, M. A., Centeno, E., & Cambra-Fierro, J. (2020). Methodological challenges in CEO branding research. Journal of Marketing Theory and Practice, 28(1), 78–91.
Roggeveen, A. L., & Sethuraman, R. (2020). How emerging technologies reshape consumer experiences. Journal of Retailing, 96(1), 19–29.
Symmank, C. (2018). Intrinsic and extrinsic product attributes: A comprehensive review. Food Quality and Preference, 32, 39–52.
Wang, J., Ma, J., & Guo, X. (2020). Exploring social influence on consumer behavior: Applications of SCT in online and offline contexts. Journal of Retailing and Consumer Services, 56, 102149.
Washburn, J. H., & Plank, R. E. (2002). Measuring brand equity: An evaluation of a consumer-based brand equity scale. Journal of Marketing Theory and Practice, 10(1), 46–62.
Copyright (c) 2025 Roszi Naszariah Nasni Naseri, Maryam Mohd Esa, Roslinawati Ibrahim, Zurairah Jais
This work is licensed under a Creative Commons Attribution 4.0 International License.
Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of revised paper in the light of suggestions of the reviewers, the editorial team edits and formats manuscripts to bring uniformity and standardization in published material.
This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.
