LEGAL & ETHICAL BRANDING STRATEGIES AND CONSUMER BUYING BEHAVIOR: MEDIATING ROLE OF BRAND IMAGE

Abstract

The aim of study to examined the impact of legal packaging, legal promotional activities and ethical celebrity endorsement on consumer buying behaviour with mediating role of brand image in Hyderabad, Pakistan. Total 300 female consumers who buy the cosmetic products are considered as the sample of this study. The collected data analysed with help of most preferable software SmartPLS version 3. Findings of this study confirmed all three branding strategies legal packaging, legal promotional activities and ethical celebrity endorsement on consumer buying behaviour. In addition, the partial mediation effect of brand image is also is also verified. This study revealed several marketing strategics such as ethical celebrate endorsements, legal promotional activities, and legal packaging on consumer buying behaviour in the cosmetic industry of Sindh, Pakistan. Therefore, the marketer should understand the dynamics of market and come up with these strategies for better and improved profitability for all shareholders in the future.