Morteza Maleki Minbashrazgah - Assistant Professor, Semnan University, Iran
Fatemeh Maleki - PhD candidate, Semnan University, Iran

In this research authors investigate whether a brand image, brand reputation and country of originaffect customers value perception of cosmetics products in Iran market, and which of them have a strongerinfluence. Data were collected in cosmetics shops from 4 populous cities in Iran. In comparison to the pastresearch, results show that various products brand image, country of origin and brand reputation can havedifferent effects on perceived value. So cosmetics producers should consider country of origin consumers information. Also they should assess the extent of brand reputation and brand image effects on perceived valuein different markets and different country

perceived value, country of origin, brand image, brand reputation