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EVALUATING BRAND AWARENESS OF COSMETIC BRANDS AMONG WOMEN: A STUDY IN BALLARI CITY
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Author(s):
DR. CHRISTOPHER RAJ. D, PROF. DIVYA BHARATHI, R G TRIVENI
Vol - 8, Issue- 1 ,
Page(s) : 34 - 41
(2021 )
DOI : https://doi.org/10.32804/IRJMSI
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Abstract
Since earliest time, beauty rituals such as skincare and make-up date back to old times and is enjoyed by almost every culture in the world. Today, skincare and makeup brands and products are enjoyed by women on a multitude of levels: they inspire confidence, they are the base for hundreds of new and creative looks, they allow for reinvention, and they facilitate wellbeing and self-care.
This study aims to discuss the associations among factors of brand equity, overall brand equity, brand fondness and purchase intention of female cosmetic products among females Ballari City. The study measures the influence of brand identification and the impact of brand equity on brand favorite and purchase intentions.
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