Applying the Customer Based Brand Equity Model in examining Brand Loyalty of Consumers towards Johnson and Johnson Baby Care Products: A PLS-SEM Approach

Abstract

This research primarily discusses the effects of various dimensions of CBBE Model that leads to brand loyalty in baby care products segment of Johnson and Johnson. While the CBBE Model is a well-established model to measure the brand equity the paper focuses on validating the model through empirical research and understanding the mediating effects of the same. Data for the study was collected through structured questionnaire using 5 point Likert scale where the responses varied between strongly agree to strongly disagree. Sample size consisted of 300 respondents all of which were female and had been using the said brand. Data was analyzed using Partial Least Square (PLS) Structural Equation Modeling (SEM) and the findings of this research show that perceived quality and perceived trust leads to increased brand value which in turn leads to brand loyalty. The study offers strategic implications for the industry thereby helping the companies to focus their efforts on building trust and developing quality products