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Purpose – Product packaging is recognized nowadays as one of the pivotal component in attracting consumers and thus persuading consumers in an indirect way to purchase these products and build customer patronage, but still lack of empirical investigation. Hence, to narrow this gap, this paper aims to investigate the impact of Golden Square of Marketing (IPSL) as a mediator of the relationship between product packaging elements and customer patronage. In this study product packaging elements comprises five factors which are packaging color, packaging material, packaging design, printed information and creative packaging. And also Golden Square of Marketing "IPSL" includes Image, Positioning, Satisfaction and Loyalty, this paper reviewing the Egyptian customers’ preferences about the packaging elements of cosmetics and beauty care products such as (L’Oréal, Maybelline, Mac, Flormar, Sephora, Makeup forever, Deborah and other brands). Design/methodology/approach – The design of this research is descriptive and quantitative in nature. And two kinds of data were used; Secondary Data - For a theoretical overview, secondary data were collected from various websites and research papers that dealt with the topics related to the research problem. Primary Data - The needed primary data to achieve the research objectives were collected via the E-Questionnaire method introduced by Google models to apply the questionnaire through the Internet and was filled with different people. A total of 276 valid responses were obtained. Hypotheses were tested using the statistical package for social sciences (SPSS V26) for basic descriptive statistics, and (Smart PLS 3.2.7) for SEM-PLS modelling. Findings – The results indicated that effective product packaging elements have a significant positive influence on both Golden Square of Marketing (IPSL) and Customer Patronage. In addition, Golden Square of Marketing (IPSL) mediates the relationship between product packaging elements and customer patronage with a positive and statistically significant relationship. Originality/ value – This research further extended the current knowledge by demonstrating that the influence of product packaging elements and customer patronage is mediated by Golden Square of Marketing (IPSL). Also, this research utilised the strength of PLS–SEM in dealing with higher-order constructs, allowing us to develop and test a parsimonious model that is useful for practitioners.
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