Information cues roles in product evaluation: The case of UK cosmetics market/ Ahmad Jamal

Prior research has considered antecedents of perceived quality and loyalty without consideration of information cues. This study investigates the effect of information cues in the female cosmetics market. Data collected from 193 female cosmetics users identifies significant antecedents and outcomes concluding that product packaging and brand innovativeness are major contributors to consumer evaluations of perceived quality, loyalty and word-of-mouth intentions. Frequency of use and of purchase moderates the effects of product packaging and brand innovativeness. The paper discusses the implications for brand owners and suggests that product packaging evaluations and brand innovativeness require closer attention as information cues to match consumer profiles in target markets. The study is the first of its kind within the cosmetics market.