The Effect of Brand Image and Purchase Intention on Cosmetic Products: Evidence from North Cyprus

The aim of this theis is to investigate seven indicators of brand image, namely, price, promotion, service quality, store environment, brand name, design, and product quality on cosmetic staffs. The thesis also investigates the impact of brand image on purchase intention of customer. Path analysis and regression analyses are performed to check the proposed hypotheses as well as the regression model by using data collected from customers live in Famagusta in the Northern Cyprus. The results show that price, brand name, design, and product quality are significantly and positively related to brand image. Brand image has positive impact on purchase intention so brand image increase purchase intention of cosmetic staffs among the customers. Keywords: Brand image, purchase intention, path analysis, regression analysis, North Cyprus