Vaijayanthi P, Shreenivasan Ka


Objective: This study intends to operationalize brand equity and form a standard measure of it that could be used across cosmeceutical products to measure brand equity. It attempts to provide an indication of a set of items that can contribute to brand equity.

Methods: A survey instrument containing the said brand equity concept was administered to a sample pool of 200 select beauticians and consumers of a leading Indian Cosmeceutical brand identified using stratified random sampling method, from among the universe of the users of the product in Tiruchirappalli district, Tamil Nadu.

Results: The results obtained confirm that the dimensions, viz., brand awareness, perceived quality, brand loyalty, brand association, and brand image were found to significantly contribute to brand equity in cosmeceutical products. The regression confirms that perceived quality and brand associations are not causal drivers but are only indirect drivers of brand equity. Further, the dimension perceived quality was very strongly related with both brand loyalty and brand image, and brand loyalty was very strongly related with brand association among the beauticians segment of the sample. In the case of the brand equity dimensions among consumers, the brand association was very strongly related with brand awareness, perceived quality, and perceived quality was very strongly associated with the brand image.

Conclusion: The outcomes of the study confirm that cognitive components of perceived quality and brand association were less contributing to brand equity and the affective component of brand loyalty had stronger underpinning on brand equity construction and hence play an important role in brand management. The brand equity structure gives a very good clarification of brand equity drivers and also their relationships, to formulate a cause and effect model. The model can form a basis for more action-based tactical and operational marketing strategies.


Brand equity, Customer based approach, Brand equity dimensions, Cosmeceutical brand equity.

| PDF |


Keller KL. Strategic Brand Management: Building Measuring and Managing Brand Equity. Upper Saddle River, NJ: Prentice-Hall; 1998.

Keller KL. Conceptualizing, measuring and managing customer-based brand equity. J Mark 1993;57:1-22.

Keller KL. Building and managing corporate brand equity. In: Schultz M, Hatch MJ, Larsen MH, editors. The Expressive Organisation. Linking Identity, Reputation, and the Corporate Brand. Oxford, UK: Oxford University Press; 2000. p. 115-137.

Keller KL. Strategic Brand Management. 2nd ed. New Jersey, NJ: Prentice-Hall; 2003.

Aaker DA. Measuring brand equity across products and markets. Cal Manag Rev 1996;38(3):102-20.

Huang MH, Yu S. Are consumers inherently or situationally brand loyal? A set intercorrelation account for conscious brand loyalty and nonconscious inertia. Psychol Mark 1999;16:523-44

Yoo B, Donthu N. Developing and validating multidimensional consumer-based brand equity scale. J Bus Res 2001;52(1):1-14.

Kim HB, Kim WG. ‘The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants. Tour Manag 2005;26:549-60.

Swait J, Erdem T, Louviere J, Dubelaar C. The equalization price: A measure of consumer-perceived brand equity. Int J Res Mark 1993;10:23-45.

Van Osselaer S, Janiszewski C. Two ways of learning brand associations. J Consum Res 2001;28:202-23.

Reichheld FF. Loyalty-Based Management. Harv Bus Rev 1993;71(2):64-73.

Wright C, Sparks L. Loyalty saturation in retailing: Exploring the end of retail loyalty cards? Int J Retail Distrib Management 1999;27(10):429-40.

Zeithaml VA, Berry L, Parasuraman A. The behavioral consequences of service quality. J Mark 1996;60:31-46.

Srinivasan V, Park CS, Chang DR. An approach to the measurement, analysis and prediction of brand equity and its sources. Manag Sci 2005;51(9):1433-48.

Farquhar PH. Managing brand equity. Mark Res 1989;1:24-33.

Aaker DA. Managing Brand Equity. New York, NY: The Free Press; 1991.

Morgan RP. A customer-oriented framework of brand equity and loyalty. Int J Mark Res 2000;2(3):65-120.

Park SU, Srinivasan V. A survey-based method of measuring and understanding brand equity and its extendibility. J Mark Res 1994;31(2):271-88.

Kamakura WA, Russell GJ. Measuring brand value with scanner data. Int J Res Mark 1993;10(1):9-22.

Cobb-Walgren C, Ruble C, Donthu N. Brand equity, brand preference, and purchase intent. J Adv 1995;24(3):1-9.

Sinha A, Pappu R. Parcelling of the sub components of consumer-based brand equity using factorial survey: An empirical investigation in the New Zealand consumer electronics sector. Proceedings, Australia New Zealand Marketing Academy Conference (ANZMAC), University of Otago, Dunedin, December; 1998. p. 2433-8.

Yoo B, Donthu N. Testing cross-cultural invariance of the brand equity creation process. J Prod Brand Manag 2002;11(6):380-98.

Yoo B, Donthu N, Lee S. An examination of selected marketing mix elements and brand equity. J Acad Mark Sci 2000;28(2):195-211.

Washburn JH, Plank RE. Measuring brand equity: An evaluation of a consumer-based brand equity scale. J Mark Theory Pract 2002;10(1):46-62.

Konecnik M, Gartner WC. Customer based brand equity for a destination. Ann Tour Res 2007;34(2):400-21.

Leone R, Rao V, Keller K, Luo A, Mcalister L, Srivastava R. Linking brand equity to customer equity. J Serv Res 2006;9(2):125-38.

Villarejo-Ramos AF, Sanchez-Franco MJ. The impact of marketing communication and price promotion on brand equity. Brand Manag 2005;12(6):431-44.

Oliver RL. Whence consumer loyalty. J Mark 1999;63:33-44.

Mellens M, Dekimpe MG, Steenkamp EM. A review of brand-loyalty measures in marketing. Tijdschrigt voor Economie en Manag 1996;XLI(4):507-33.

Van Riel AC, de Mortanges CP, Streukens S. Marketing antecedents of industrial brand equity: An empirical investigation in specialty chemicals. Ind Mark Manag 2005;34(8):841-7.

Rios RE, Riquelme HE. Brand equity for online companies. Mark Intell Plann 2008;26(7):719-42.

About this article




Brand equity, Customer based approach, Brand equity dimensions, Cosmeceutical brand equity.





Additional Links

Manuscript Submission


Asian Journal of Pharmaceutical and Clinical Research
Vol 10 Issue 6 June 2017 Page: 210-215

Print ISSN


Online ISSN


Authors & Affiliations

Vaijayanthi P
School of Management, SASTRA University, Thanjavur, Tamil Nadu, India.

Shreenivasan Ka
School of Management, SASTRA University, Thanjavur, Tamil Nadu, India.

Article Tools

Email this article (Login required)
Email the author (Login required)


  • There are currently no refbacks.