International Journal of Research in Arts and Science
ISSN: 2394-9759 | Frequency: 4 Issues/Year
Impact Factor: 0.387 | International Scientific Indexing(ISI) calculate based on International Citation Report(ICR)
Beauty and Brains: An Empirical Understanding the Role of Brand in Cosmetics Brand Decisions
Abstract:
Indias open environment has attracted many foreign players into the cosmetics sector recording a flamboyant growth in sales over the last few decades. Since more beauty care brands are competing, product differentiation is made by building a unique brand image. Brand managers of beauty care products make efforts to create brand awareness and convey meaningful brand associations to buyers. Hence, there is a need to explore the rationale applied by young Indian women while making brand decisions for cosmetics. Keeping in view, an empirical study has been conducted using convenient sampling of 418 young women in Chennai. The main objective of this study is to identify the influence of brand awareness and brand meaning on cosmetics brand decisions. It has been observed that brand meaning influences brand recognition and brand preference significantly.
Keywords: Brand Awareness, Brand Meaning, Brand Image, Cosmetics, Brand Decisions.
Volume: 5 | Issue: Holistic Research Perspectives [Volume 4]
Pages: 22-35
Issue Date: August , 2019
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