The impact of sources of credibility on purchase intentions of different beauty product

: mediator effect of perceived quality

Abstract

Beauty in a very difficult concept to measure and the beauty industry used this to its advantage. In the never-ending search for beauty it is crucial for brand to understand which is the best way to speak to the consumers and which is the most efficient way to make sure the message in being delivered to the consumer. The aim of this research is to find out what is the best character to use in and advert for both a new and an established product. Through an online pre-test and survey, the author aggregated enough information to study the relation between the variables. The respondents were exposed to two different ads. The first containing only the product, a moisturizing cream. The second advert contained the face of an influencer representing a source of credibility. There were two products being teste. A new one, H20 and an established one NIVEA. There were also three sources of credibility being tested: attractiveness, expertise and trustworthiness. The data analysis was performed through independent t-test and thought the operation of PROCESS. Opposing to what is expected and was mentioned in the literature, attractiveness did not have an impact to what respects the established product. Additionally, and surprisingly, all the influencers have an impact in the purchase intentions of the new product but never on the established Simplifying, for the Portuguese market, influencer have a higher impact in new products.

Date of Award	16 Mar 2018
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)