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The Impact of Brand Personality on Female Purchasing Behavior in the Cosmetic Industry in Jordan

In: Research on Islamic Business Concepts

Author

Listed:
  • Fida Amin Zakzouk

    (Princess Sumaya University for Technology (PSUT))

  • Alaeddin Ahmad

    (Princess Sumaya University for Technology (PSUT))

Abstract

The purpose of this study is to examine the influence of brand personality on female purchasing behavior in the cosmetic industry in Amman, Jordan. The study used the five dimensional scale developed by Aaker to test Brand Personality as the independent variable; “sincerity, excitement, competence, sophistication and ruggedness”, the dependent variable is the female purchasing behavior, and the mediating variable in this study is brand associations. This study used a quantitative method to collect and analyze data, a primary research was conducted collecting valid data of 443 responses. The study results concluded that brand personality had a strong influence on brand associations, and brand association had a significant positive effect on female purchasing behavior, brand association also has a significant positive effect mediating the relationship between brand personality and the female purchasing behavior.

Suggested Citation

  • Fida Amin Zakzouk & Alaeddin Ahmad, 2023. "The Impact of Brand Personality on Female Purchasing Behavior in the Cosmetic Industry in Jordan," Springer Proceedings in Business and Economics, in: Veland Ramadani & Baker Ahmad Alserhan & Leo Paul Dana & Jusuf Zeqiri & Hasan Terzi & Mehmet Bayirli (ed.), Research on Islamic Business Concepts, pages 71-88, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-18663-9_5
    DOI: 10.1007/978-3-031-18663-9_5
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