Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Navigating brand equity in personal care: Examining the influence of direct-to-consumer brands and the mediating power of brand image Subject The topic of the resource Beauty and personal care market; Brand building; Brand image and brand equity; Digital disruption; Direct-to-consumer brands; eWOM; Return on Ad spent; Website attractiveness Description An account of the resource The COVID-19 pandemic triggered consumers to buy products online, leading t o unprecedented and unforeseen growth in the e-commerce sector. Therefore, the revolution made by Direct-to-consumer (DTC) brands went unnoticed. Unlike the conventional approach, which took years to build brand trust and equity, the DTC business model allows companies to grow exponentially with their presence in personal care online marketplaces. Therefore, the rise of DTC brands empowers small and medium enterprises (SMEs) and micro small and medium enterprises (MSMEs) in India, mainly because the return on ad spend (ROAS) for these brands is a huge problem when compared to giant companies. Also, branding in tier 2 and tier 3 markets has triggered new hurdles as consumers need to build brand trust to pay or transact online. The present research examines how a DTC website and electronic word-of-mouth (eWOM) can enhance the effectiveness of branding for direct-to-consumer brands. The study employed a quantitative methodology by analyzing the survey-based research design, with 389 respondents who were aware of and/or used DTC personal care brands in India participating. The present studys findings demonstrate that website attractiveness and electronic word-of-mouth enhance DTC brands and minimize costs developed to advertise a product, increasing ROAS. Further research studies would broaden DTC brands' knowledge by investigating the impact of e-commerce and social media channels on enhancing consumers' brand equity or purchase intention. 2024 Conscientia Beam. All Rights Reserved. Creator An entity primarily responsible for making the resource Modi S.; Balaji V.; Mathew S.; Kishore K. Source A related resource from which the described resource is derived International Journal of Management and Sustainability, Vol-13, No. 2, pp. 404-422. Publisher An entity responsible for making the resource available Conscientia Beam Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.18488/11.v13i2.3763" target="_blank" rel="noreferrer noopener">https://doi.org/10.18488/11.v13i2.3763</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85198749109&amp;doi=10.18488%2F11.v13i2.3763&amp;partnerID=40&amp;md5=f73e8ed0f1066414cb71380c5d33895f" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85198749109&amp;doi=10.18488%2f11.v13i2.3763&amp;partnerID=40&amp;md5=f73e8ed0f1066414cb71380c5d33895f</a> Rights Information about rights held in and over the resource All Open Access; Gold Open Access Relation A related resource ISSN: 23069856 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Modi S., Christ University, Bengaluru, India; Balaji V., Christ University, Bengaluru, India; Mathew S., Christ University, Bengaluru, India; Kishore K., Christ University, Bengaluru, India