Abstract:
This research investigates the relationship between brand credibility, consumer values, and purchase intentions in the cosmetic industry of Twin Cities, Pakistan, considering the distinctive cultural context of the market. Employing a positivist paradigm and quantitative methods, the study utilizes online questionnaires and theoretical frameworks such as social proof theory and the Elaboration Likelihood Model (ELM). Findings demonstrate significant positive associations between brand credibility and perceived quality, health perception, and purchase intentions, with mediation effects observed through perceived quality and health perception. The study contributes by integrating attractiveness and likability into the brand credibility framework, offering valuable insights for marketers in navigating the Pakistani cosmetic industry's unique cultural landscape. Nevertheless, limitations are acknowledged, urging future research to delve into cultural nuances, longitudinal analyses, and more advanced methodologies to further enrich understanding in this domain.
