The effect of makeup intensity on brand image through the mediation of hiding emotion

Abstract

Brands in the airline industry emphasize the importance of appearance of their employees, however, how appearance, more specifically makeup, affects brand evaluation has been relatively unexplored by researchers. To fill the gap in research, this study looked at how the intensity of makeup affects brand image, more specifically if wearing a lot of makeup will create the effect of “hiding emotion” during a service transgression and how that will affect brand image. The study found little evidence that makeup intensity has an effect on brand evaluation through hiding emotion, but found some evidence that makeup intensity may impact brand image.