A Study Of Dimensions Of Brand Equity Of Female Buying Behavior Of Cosmetic Products

Abstract

The present study was carried out to investigate the factors of brand equity which highly influence the female buying behavior in term of cosmetics products. For the purpose of collecting data for study, we employed convenience sampling. The technique of factor analysis was used for data analysis. The results of the study revealed that there are eight factors which are customer perceived brand quality, brand awareness, brand association, brand image, re-purchase intentions, customer satisfaction, brand loyalty and brand social concern.