The Impact of Brand Image on and Purchase Intentions: A Study of Beauty and Personal Care Products

This study aims to investigate the relationship between brand image and purchase intentions in the context of beauty and personal care products. A survey-based approach was used to collect data from a simple random sample of the Gazan consumers in Palestine who had purchased beauty and personal care products in the past twelve months. The results indicate that brand image has a significant impact on purchase intentions. The findings of this study provide insights into the importance of building a strong brand image in the beauty and personal care industry in order to increase consumer purchase intentions. This study is unique since it particularly examines the link between brand image and purchase intentions in the context of the beauty and personal care sector. Few researches have examined the particular characteristics of the beauty and personal care sector, which is renowned for its highly competitive and continuously evolving environment. Previous studies have examined the effect of brand image on customer behavior across a variety of industries.