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VOL. 12, ISSUE 3 (2026)
Evaluating brand equity and competitive advantage in the consumer packaged goods industry: An empirical analysis of consumer trust, innovation, and market share dynamics
Authors
Anant Ashok Kajale, Dr. Umesh S Kollimath
Abstract
The Consumer Packaged Goods (CPG) industry is
highly competitive, and developing and maintaining brand equity is now a key
factor in the overall success and competitiveness of an organization in the
long run. With ever-changing expectations from the consumers and the
increasingly competitive nature of product differentiation, it is essential
that firms target strategic elements which have the potential to increase brand
value and improve their competitive position. This study takes into account the
theoretical dimensions of brand equity and competitive advantage (Aaker, 1991;
Keller, 1993; Porter, 1985) to understand how consumer trust, innovation and
share of market conditions affect brand equity and competitive advantage in the
CPG industry. A quantitative research was used and 620 consumers were sampled
from the study area through a structured questionnaire to gather information
for the study constructs. To test the relationship between the variables,
statistical techniques used were descriptive statistics, reliability analysis,
correlation analysis, regression analysis, factor analysis and Analysis of
Variance (ANOVA). The results suggest that consumer trust, innovation, and
market share dynamics have significant and positive effects on brand equity,
and align with previous research that has linked trust with customer loyalty
and brand strength (Chaudhuri & Holbrook, 2001). The most important of the
analysed factors is consumer trust, which highlights the importance of
credibility and building relationships in influencing consumer perception and
preference. The findings also indicate that companies that regularly innovate,
build trust with customers, and leverage successful strategies for market
expansion have a greater potential to build their brand equity and develop a
sustainable competitive edge. Overall, the study builds upon existing research
on strategic brand management and provides some managerial implications for
practitioners, business executives and policy makers interested in improving
their brand performance and competitive positioning in the dynamic CPG market.
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Pages:6-11
How to cite this article:
Anant Ashok Kajale, Dr. Umesh S Kollimath "Evaluating brand equity and competitive advantage in the consumer packaged goods industry: An empirical analysis of consumer trust, innovation, and market share dynamics". International Journal of Commerce and Management Research, Vol 12, Issue 3, 2026, Pages 6-11
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