Exploring the influence of brand awareness and brand experience on brand loyalty in the skincare industry

Abstract

This study investigates the relationship between brand awareness, brand experience, and brand loyalty within the skincare industry, focusing on young women between the ages of 18 and 30 in Kottayam and Changanacherry municipalities. Through a comprehensive survey, the study aims to analyze how brand awareness and brand experiences impact the customer loyalty. The results suggest that brand awareness and brand experience are significant predictors of brand loyalty, with brand awareness slightly outweighing the impact of brand experience. The study provides valuable insights for marketers aiming to develop effective strategies to enhance brand loyalty in the competitive skincare market.