Study of purchase intention towards skin care products based on brand awareness and brand association

Abstract

The purpose of this study is to measure the relationship between brand associations and brand awareness towards customer's purchase intentions on the skin care products. There are many type and categories of skin care products available in the markets. Most of the market leader was reputable brand from overseas which have been outstanding in market for more than 2 decades. This study is expected to provide information to local brand that is competing with the large and popular brands in producing their market share. This survey used self-administered questionnaires for data collections. 450 questionnaires were distributed to customers at 5 shopping malls in 3 major cities in Malaysia. Convenience sampling was used and data collected were analysed using structural equation model to perform the measurement model and structural model. The results indicate that both brand associations and brand awareness were equally significant towards influencing customers' purchase intentions. Market players in the industry should focused more on the brand associations and brand awareness as both were found to be significant for the increase sales and revenue. © 2020 Innovare Academics Sciences Pvt. Ltd. All rights reserved.