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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

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. | 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 IJM ISSN 0976-6502 Print ISSN 0976-6510 Online IJM Volume 7 Issue 2 February 2016 pp. 226-236 http www.iaeme.com ijm index.asp IAEME Journal Impact Factor 2016 8.1920 Calculated by GISI www.jifactor.com 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 .