To Examine the Application and Practicality of Aakers’ Brand Equity Model in Relation with Recurrent Purchases Decision for Imported Beauty Care products (A study of female customers’ of Pakistan)

Abstract

Based upon Asker’s renowned conceptual framework of brand equity, this study is employing Linear Regression analysis to investigate the causal relationships amongst all the dimensions of brand equity and recurrent purchase decision of females for imported beauty care products. In this study, responses of 211 actual customers from Pakistan have been used based upon Purposive sampling technique.

Research findings demonstrates, Brand Quality, Brand Loyalty and Brand Association are the significant dimensions while having recurrent purchase decision about any imported beauty care product  whereas Brand Awareness has found weaker support for the same.

Significantly, this study is important for all worldwide manufacturers of beauty care products whose products are available in local market of Pakistan and it can appear as a source of female consumers’ insight about brand awareness, brand loyalty, brand association and brand quality which they may keep in mind while selecting their important beauty care products.

Keywords: Brand Quality, Brand Association, Brand Loyalty, Brand Awareness, Re-current purchase, Beauty care products