Determinants of consumer-based brand equity in the FMCG personal care sector: An empirical PLS-SEM examination

Type of the article: Research ArticleAbstractThe growing competitiveness of India’s FMCG personal care sector has increased the strategic importance of strengthening Consumer-Based Brand Equity (CBBE), particularly in categories with high product similarity and low switching costs. Under-standing the determinants of brand equity is therefore essential for guiding brand differentiation and long-term consumer loyalty. This study aims to identify and examine the determinants of consumer-based brand equity in the FMCG personal care sector using PLS-SEM. Primary data were collected from 1,137 consumers across five major Indian regions between October 2024 and March 2025 using purposive sampling and structured questionnaire. Eight constructs and sixteen hypotheses were tested using Partial Least Squares Structural Equation Modelling. The results show strong and statistically significant effects across all hypothesized paths (p < 0.001). Brand association demonstrated the strongest influence on brand preference (β = 0.400, t = 12.633), while brand awareness had its highest effect on brand trust (β = 0.333, t = 9.912). Perceived quality showed the strongest influence on brand experience (β = 0.261, t = 7.970). The mediating constructs — brand experience, preference, trust, and loyalty — significantly predicted overall brand equity, with brand trust exerting the greatest influence (β = 0.242, t = 6.034). The model demonstrated substantial explanatory power, with R² values ranging from 0.425 to 0.491, and acceptable model fit (SRMR = 0.054; NFI = 0.765). The results establish that cognitive and experiential brand drivers jointly shape CBBE, offering actionable insights for marketers aiming to strengthen loyalty and competitive positioning in the Indian FMCG personal care market.