Partial least Square (PLS) Path modelling to assess the Interaction Between Affective, Normative and Continuance Commitment in Shaping Brand Loyalty

Recognising the loyal customers of face care products is tremendously significant in the current market scenario. Measuring commitment towards the brand with face care products is highly difficult as new brands are entering into the market and the customers are switching the brands as they are no more loyal towards the brands. Here we are trying to test a consolidated model and check for the antecedent to brand loyalty and also check for the commitment of the customers towards the brands. It also aims to scrutinize does the relationship among the commitment and loyalty of the customers towards the brands. We collected the data from 658 customers of North Karnataka region who use face wash products. The data was verified through (PLS-SEM) with Smart-PLS software 4.0.9.9. DOI:https://doi.org/10.52783/pst.1716