References

• Ajitha, S., & Sivakumar, V. J. (2017). Understanding the effect of personal and social value on attitude and usage behavior of luxury cosmetic brands. Journal of Retailing and Consumer Services, 39, 103–113.
   Web of Science ®Google Scholar
• Anderson, J. C., & Gerbing, D. W. (1984). The effect of sampling error on convergence, improper solutions, and goodness-of-fit indices for maximum likelihood confirmatory factor analysis. Psychometrika, 49(2), 155–173.
   Web of Science ®Google Scholar
• Apaolaza-Ibanez, V., Hartmann, P., Diehl, S., & Terlutter, R. (2011). Women satisfaction with cosmetic brands: The role of dissatisfaction and hedonic brand benefits. African. Journal of Business Management, 5(3), 792–802.
   Google Scholar
• Aroian, L. A. (1947). The probability function of the product of two normally distributed variables. Annals of Mathematical Statistics, 18(2), 265–271.
   Google Scholar
• Batra, R., & Ahtola, O. T. (1990). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2, 159–170.
   Google Scholar
• Bazerman, M. H., Tenbrunsel, A. E., & Wade-Benzoni, K. (1998). Negotiating with yourself and losing: Making decisions with competing internal preferences. Academy of Management Review, 23(2), 225–241.
   Web of Science ®Google Scholar
• Beiersdorf. (2014). We are skin care: Nivea company brochure. Beiersdorf: Hamburg Germany.
   Google Scholar
• Bhat, S., & Reddy, S. K. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15(1), 32–43.
   Google Scholar
• Botti, S., & McGill, A. L. (2011). The locus of choice: Personal causality and satisfaction with hedonic and utilitarian decisions. Journal of Consumer Research, 37(6), 1065–1078.
   Web of Science ®Google Scholar
• Brakus, J., Schmitt, B., & Zarantonello, L. (2009). Brand experience; What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73, 52–68.
   Web of Science ®Google Scholar
• Butkeviciene, V., Stravinskiene, J., & Rutelione, A. (2008). Impact of consumer package communication on consumer decision making process. Inzinerine Ekonomika-Engineering Economics, 1(56), 57–65.
   Google Scholar
• Byrne, B. M. (1998). Structural equation modeling with LISREL, PRELIS, and SIMPLIS: Basic concepts, applications, and programming. New Jersey, NJ: Psychology Press.
   Google Scholar
• Cash, T. F. (1988). The psychology of cosmetics: A research bibliography. Perceptual Motor Skills, 66, 445–460.
   Web of Science ®Google Scholar
• Cash, T. F., & Cash, D. W. (1982). Women’s use of cosmetics: Psychosocial correlates and consequences. International Journal of Cosmetic. Science, 4(1), 1–14.
   PubMed Web of Science ®Google Scholar
• Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93.
   Web of Science ®Google Scholar
• Chen, T., Kalra, A., & Sun, B. (2009). Why do consumers buy extended service contracts? Journal of Consumer Research, 36(4), 611–623.
   Web of Science ®Google Scholar
• Cheng, F. S., Ooi, C. S., & Ting, D. H. (2010). Factors affecting consumption behavior of metrosexual toward male grooming products. International Review of Business Research Papers, 6(1), 574–590.
   Google Scholar
• Chiu, C., Wang, Q., Ho, H. C., Zhang, J., & Zhao, F. (2019). Metrosexual trend in facial care products: Analysis of factors that influence young Chinese men purchasing intention. Journal of Global Fashion Marketing, 10(4), 377–397.
   Web of Science ®Google Scholar
• Delgado-Ballester, E. (2004). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European Journal of Marketing, 38(5/6), 573–596.
   Google Scholar
• Delgado-Ballester, E., & Munuera-Aleman, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238–1258.
   Google Scholar
• Doney, P., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61, 35–51.
   Web of Science ®Google Scholar
• Etcoff, N. L., Stock, S., Haley, L. E., Vickery, S. A., & House, D. M. (2011). Cosmetics as a feature of the extended human phenotype: Modulation of the perception of biologically important facial signals. PLoS One, 6, e25656. Retrieved from https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0025656
   PubMed Web of Science ®Google Scholar
• Euromonitor International. (2018, June 12). Asia revealed as leader of global skincare sales as in-cosmetics Asia 2017 opens its doors. Retrieved from https://blog.euromonitor.com/2017/10/asia-leader-global-skincare-sales-in-cosmetics-asia-2017.html
   Google Scholar
• Farrell, A. M. (2010). Insufficient discriminant validity: A comment on Bove, Pervan, Beatty and Shiu (2009). Journal of Business Research, 63(3), 324–327.
   Web of Science ®Google Scholar
• Featherstone, M. (1993). Consumer culture and postmodernism. London: Sage.
   Google Scholar
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equations models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39–50.
   Web of Science ®Google Scholar
• Ghazali, E., Soon, P. C., Mutum, D. S., & Nguyen, B. (2017). Health and cosmetics: Investigating consumers’ values for buying organic personal care products. Journal of Retailing and Consumer Services, 39, 154–163.
   Web of Science ®Google Scholar
• Gonzalez, E. (2016). Chinese metrosexuals spawn a $1b cosmetics market. China Daily, p. 18.
   Google Scholar
• Goodman, L. A. (1960). On the exact variance of products. Journal of the American Statistical Association, 55(92), 708–713.
   Google Scholar
• Guthrie, M. F., Kim, H. S., & Jung, J. (2008). The effects of facial image and cosmetic usage on perceptions of brand personality. Journal of Fashion Marketing and Management: an International Journal, 12(2), 164–181.
   Google Scholar
• Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). Englewood Cliffs, NJ: Prentice-Hall.
   Google Scholar
• Hair, J. F., Black, W. C., Balin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, USA: Pearson Education.
   Google Scholar
• Hall, M., Gough, B., & Seymour-Smith, S. (2013). Stake management in men’s online cosmetics testimonials. Psychology and Marketing, 30(3), 227–235.
   Web of Science ®Google Scholar
• Harrison, C. (2008). Real men do wear mascara: Advertising discourse and masculine identity. Critical Discourse Studies, 5, 55–74.
   Google Scholar
• Hawkins, D. I., Best, R. J., & Coney, K. A. (2001). Consumer behavior: Building marketing strategy. New York, NY: McGraw-Hill.
   Google Scholar
• Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92–101.
   Web of Science ®Google Scholar
• HKTDC. (2014, May 7). Concerning China’s metrosexual market: The Chinese mainland has the world’s second-largest market for male skincare products. Author. Retrieved from https://hkmb.hktdc.com/en/1X09ZXRI/inside-china/Cornering-China%E2%80%99s-Metrosexual-Market
   Google Scholar
• HKTDC. (2019, July 12). China’s cosmetics market. Retrieved from http://china-trade-research.hktdc.com/business-news/article/China-Consumer-Market/China-s-Cosmetics-Market/ccm/en/1/1X000000/1X002L09.htm
   Google Scholar
• Hofstede, G. (2001). Culture’s consequences: Comparing values, behaviors, institutions and organizations across nations (2nd ed.). Thousand OAKs, CA: Sage.
   Google Scholar
• Holbrook, M. B. (1982). The experiential aspects of consumptions: Consumer fantasies, feelings and fun. Journal of Consumer Research, 9(2), 132–140.
   Web of Science ®Google Scholar
• Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55.
   Web of Science ®Google Scholar
• Husic, M., & Cicic, M. (2009). Luxury consumption factors. Journal of Fashion Marketing and Management, 13(2), 231–245.
   Google Scholar
• Jöreskog, K. G., & Sorbom, D. (1986). LISREL VI: Analysis of linear structural relationships by maximum likelihood, instrumental variables, and least squares methods (4th ed.). Uppsula, Sweden: University of Uppsula Department of Statistics.
   Google Scholar
• Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31–36.
   Web of Science ®Google Scholar
• Khan, I., Dongping, H., Abdullah, M., Ahmad, Z., Ghauri, T. A., & Ghazanfar, S. (2017). Men’s attitude and motivation toward consumption of grooming products: A comparison of Chinese and Pakistani male consumers. Cogent Business & Management, 4, 1–14.
   Web of Science ®Google Scholar
• Lee, S. H., Poraksa, S., & Yang, X. (2011). Sociocultural attitudes toward appearance and cosmetic consumption: The comparison between Chinese and Thai Males. Journal of Fashion Business, 15(3), 156–165.
   Google Scholar
• Leung, S. O. (2011). A comparison of psychometric properties and normality in 4-, 5-, 6-, and 11-point Likert scales. Journal of Social Service Research, 37, 412–421.
   Web of Science ®Google Scholar
• Liu, W. Y., Lin, C. C., Lee, Y. S., & Deng, D. J. (2013). On gender differences in consumer behavior for online financial transaction of cosmetics. Mathematical and Computer Modelling, 58(1), 238–253.
   Google Scholar
• MacCallum, R. C., Browne, M. W., & Sugawara, H. M. (1996). Power analysis and determination of sample size for covariance structure modeling. Psychological Methods, 1, 130–149.
   Web of Science ®Google Scholar
• Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. The Academy of Management Review, 20(3), 709–734.
   Web of Science ®Google Scholar
• McNeill, L. S., & Douglas, K. (2011). Retailing masculinity: Gender expectations and social image of male grooming products in New Zealand. Journal of Retailing and Consumer Services, 18(5), 448–454.
   Google Scholar
• Mileva, V. R., Jones, A. L., Russell, R., & Little, A. C. (2016). Sex differences in the perceived dominance and prestige of women with and without cosmetics. Perception, 45(10), 1166–1183.
   PubMed Web of Science ®Google Scholar
• Morgan, R. M., & Hunt, S. D. (1994). The commitment trust theory of relationship marketing. Journal of Marketing, 58, 20–38.
   Web of Science ®Google Scholar
• Munuera-Aleman, J. L., Delgado-Ballester, E., & Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 1–18.
   Web of Science ®Google Scholar
• Nunnally, J. C., & Bernstein, J. H. (1994). Psychometric theory (3rd ed.). New York: NY McGraw-Hill.
   Google Scholar
• Okonkwo, U. (2016). Luxury fashion branding: Trends, tactics, techniques. United Kingdom, UK: Springer.
   Google Scholar
• Schade, M., Hegner, S., Horstmann, F., & Brinkmann, N. (2016). The impact of attitude functions on luxury brand consumption: An age-based group comparison. Journal of Business Research, 69(1), 314–322.
   Web of Science ®Google Scholar
• Shijia, O. (2018, January 22). Looks build brands and careers now. China Daily. Retrieved from http://www.chinadaily.com.cn/a/201801/22/WS5a6546cba3106e7dcc135ae0.html
   Google Scholar
• Smith, J. B., & Colgate, M. (2007). Customer value creation: A practical framework. Journal of Marketing Theory and Practice, 15(1), 7–23.
   Google Scholar
• Sobel, M. E. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. Sociological Methodology, 13, 290–312.
   Google Scholar
• Souiden, N., & Diagne, M. (2009). Canadian and French men’s consumption of cosmetics: A comparison of their attitudes and motivations. Journal of Consumer Marketing, 26(2), 97–109.
   Google Scholar
• Sturrock, F., & Pioch, E. (1998). Making himself attractive: The growing consumption of grooming products. Marketing Intelligence & Planning, 16(5), 337–343.
   Google Scholar
• Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310–320.
   Web of Science ®Google Scholar
• Wade, J. C., & Donis, E. (2007). Masculinity ideology, male identity, and romantic relationship quality among heterosexual and gay men. Sex Roles, 57(9–10), 775–786.
   Web of Science ®Google Scholar
• Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
   Web of Science ®Google Scholar