TY  - JOUR
T1  - BRAND EQUITY, BRAND LOYALTY AND MEDIATING ROLE OF CUSTOMER SATISFACTION: EVIDENCE FROM MEDICAL COSMETICS BRANDS
AU  - Karamı, Mohammad
PY  - 2022
DA  - September
DO  - 10.17261/Pressacademia.2022.1627
JF  - Research Journal of Business and Management
JO  - RJBM
PB  - Suat TEKER
WT  - DergiPark
SN  - 2148-6689
SP  - 156
EP  - 171
VL  - 9
IS  - 3
LA  - en
AB  - Purpose- The importance of concepts such as brand loyalty, brand equity and customer satisfaction towards brands has been dramaticallyshown in marketing literature throughout recent decades. Current study aims to examine the mediating role of consumer satisfaction inrelation to consumer-based brand equity and brand loyalty in the medical cosmetics industry, whilst empirically investigating the interrelationships between dimensions of brand equity.Methodology- A theoretical model was adopted using Structural Equation Modeling (SEM) relying on data collected from 275 respondents.Moreover, the scales of this study borrowed from the literature were modified using validity and reliability tests.Findings- The empirical results reveal a significant inter-relationship between dimensions of brand equity-perceived quality, brandknowledge and brand trust. Further, the result remarkably indicates the three dimensions having a positive effect on consumer satisfactionand brand loyalty, and customer satisfaction partially mediates the relationship between brand equity and brand loyalty.Conclusion- The study findings may be applied to the cosmetics market, building, and enhancing long-term relationships with customers byfocusing on brand equity culminating in successful brand loyalty.
KW  - Brand equity
KW  - brand loyalty
KW  - customer satisfaction
KW  - medical cosmetics
KW  - Iran
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