Antecedents and Consequences of Brand Image in the Beauty Industry: A Systematic Literature Review

Abstract

This systematic literature review examines the role of brand image in the beauty industry by synthesizing existing research on its conceptualization, measurement, antecedents, and consequences. Following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines, a comprehensive search of the Web of Science and Scopus databases identified 464 publications, from which 71 peer-reviewed studies published between 2008 and 2026 were selected for analysis. The findings reveal that brand image has evolved from a perception-based construct into a multidimensional concept shaped by digital communication, consumer interaction, and context-specific values. Existing studies primarily measure brand image using adapted multi-item scales while increasingly incorporating digital and context-specific dimensions. The review identifies five major categories of antecedents—marketing-related, product-related, service-related, consumer-related, and corporate-related factors—that influence brand image formation. It further demonstrates that brand image contributes to behavioral, relationship, and strategic outcomes, highlighting its central role in consumer responses and long-term brand performance. Based on these findings, this review proposes an integrated conceptual framework linking antecedents, brand image, and its consequences, providing a comprehensive understanding of brand image mechanisms in the beauty industry. This study contributes to the branding literature by consolidating fragmented findings, identifying key research trends, and offering a theoretical foundation for future research and strategic brand management in the beauty industry.