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Assessing brand equity constructs of facecare products through smart PLS

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Original Article

Author Details : Veerendrakumar M Narasalagi*, Varun Jewargi, Shivashankar K

Volume : 11, Issue : 4, Year : 2024

Article Page : 221-228

https://doi.org/10.18231/j.jmra.2024.038

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Abstract

Facecare products are benefiting their users more and more. One of their beneficial outcomes was determining whether brand loyalty and brand equity remains same when customers buy products from organised stores. The considerable growth of organised stores indicates that North Karnataka has a very high level of purchasing. Thus, by examining the degree to which the relationship between brand trust, brand awareness, brand loyalty on brand equity is present, researchers are interested in finding out how consumers in North Karnataka choose brands from organised retailers. The fact that it is new research makes the discussion more engaging. We obtained the information from 379 North Karnataka face care product users. PLS-SEM and the Smart-PLS software 4.0.9.9 were used to validate the data. Every hypothesis is supported and statistically significant, according to the findings. It can be inferred that consumers will remain devoted to a brand whether they purchase it from an unorganised retailer or an organised retailer.

Keywords: Face care, Brand trust (BT), Brand awareness (BA), Brand loyalty (BL) and brand equity (BE)

How to cite : Narasalagi V M, Jewargi V, Shivashankar K, Assessing brand equity constructs of facecare products through smart PLS. J Manag Res Anal 2024;11(4):221-228

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