Wang, L. and Devasia, S.N. 2026. Unpacking the Impact of Digital Transformation on Consumer Purchase Intention: The Mediating Mechanism of Brand Loyalty in China’s Established Cosmetic Sector. International Review of Management and Marketing. 16, 5 (Jul. 2026), 566–580. DOI:https://doi.org/10.32479/irmm.23982.