An Empirical Study of Brand Trust and Preference in the Beauty Industry: The Effect of Perceived Quality, Brand image, and Price

Abstract

The purpose of this study is to understand the effect of perceived quality on brand preference and trust in the category of beauty products. The mediating role of brand image and the moderating role of price are also investigated in this study.  Data were collected through questionnaires from 633 customers from Pakistan by employing convenience sampling and SPSS is used to analyze the data. Results show that perceived quality enhances brand trust and brand preference of consumers. Moreover, brand image mediates these relationships. Another finding of the study is related to perceived price. When perceived price is low, it strengthens the effect of perceived quality on brand trust and brand preference. This study has important implications for marketers of beauty products in Pakistan.