A Study of Brand Equity and Repurchase Intention of Facial Skincare Products: A Case of Gen Y Consumers
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Abstract
This research aims to investigate brand equity dimensions and their impact on repurchase intention for facial skincare products, a major aspect of the retail cosmetic industry. This study adopts the qualitative method. Data were collected from 428 samples, all Thai consumers born between 1980 to 1999 (popularly known as Generation Y). Results reveal that there are three elements of brand equity, brand awareness, brand loyalty, and perceived quality positively impacting repurchasing intention. These findings suggest that companies should consider brand equity and develop effective marketing strategies to enhance consumer repeat purchases of products and services to maintain existing customers and increase new target consumers. In addition, brand equity should help companies increase sales and maintain market shares.
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