EFFECTS OF SUSTAINABLE MARKETING ON BRAND EQUITY IN THE COSMETIC INDUSTRY IN AWKA, ANAMBRA STATE.

Abstract

Marketers strive to increase brand equity with reference to their products and services in
the market. However, it has been observed that low price does not work favourably for a
company if it is infamous for non-sustainability. These assets can be grouped into four
dimensions: brand awareness, perceived quality, brand associations, and brand loyalty.
This work dwelt on sustainability marketing and brand equity in the cosmetic industry. It
was based on consumers of cosmetics in Awka, the capital of Anambra State, Southeast
Nigeria. The study adopted cross sectional survey and questionnaire was used to collect
data from select consumers of cosmetics in Awka metropolis. The sample used was 107
respondents and was based on the number of cases of independent variables. Data collected
were analysed with ordinary least squares (OLS) multiple linear regression analysis with
the aid Microsoft Excel 2019. This study found that perceived sustainability, social identity
of the brands and social transformations have significant positive relationship with brand
equity. The implications of the findings were discussed