The Mediating Role of Golden Square of Marketing between Effective Product Packaging Elements and Customer Patronage: An Empirical Study on Cosmetics and Beauty Care Products in Egypt

Abstract

Purpose-Product packaging is recognized nowadays as one of the pivotal component in attracting consumers and thus persuading consumers in an indirect way to purchase these products and build customer patronage, but still lack of empirical investigation. Hence, to narrow this gap, this paper aims to investigate the impact of Golden Square of Marketing (IPSL) as a mediator of the relationship between product packaging elements and customer patronage. In this study product packaging elements comprises five factors which are packaging color, packaging material, packaging design, printed information and creative packaging. And also Golden Square of Marketing "IPSL" includes Image, Positioning, Satisfaction and Loyalty, this paper reviewing the Egyptian customers' preferences about the packaging elements of cosmetics and beauty care products such as (L'Oréal, Maybelline, Mac, Flormar, Sephora, Makeup forever, Deborah and other brands)