Author(s) :   Prof. Rajbir Singh

Abstract : This research explores the mediating role of brand trust in the relationship between cognitive, activation, and affective dimensions of consumer-brand engagement and brand equity in the fast-moving consumer goods (FMCG) sector. Employing an exploratory cum descriptive research design, the study utilized a single cross-sectional approach with a sample size of 400 respondents from the National Capital Region (NCR). Reliability statistics, factor analysis, and structural equation modeling were employed to analyze the data. The results indicate that brand trust mediates the relationship between consumer-brand engagement dimensions and brand equity. The findings underscore the significance of cultivating brand trust to enhance brand equity in the FMCG sector.

Keywords:Brand engagement, Brand trust, Brand equity, FMCG sector etc.

DOI : https://doi.org/10.61161/ijarcsms.v7i5.2

Pages : 102-108

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