This article investigates the relationship between brand awareness and use and brand loyalty of Ayurveda and nature-made herbal products. Ayurveda is emerging as an alternative medicine and is gaining popularity in the world because of no side effects. In this article, a conceptual model is developed and tested. Using a structured survey instrument, data were collected from 720 respondents. After thoroughly checking the psychometric properties of the instrument, data were analysed, and hypotheses were tested. The data were analysed using hierarchical regression and double-checked with structural equation modelling. The results suggest that awareness about Ayurveda leads to change in the attitude of consumers, which in turn, affects positively the product awareness and product use. Attitude is also positively related to brand influence and brand usage. The results also reveal that (a) product use and influence is positively related to consumer’s satisfaction with product; (b) brand use and influence is positively related to consumer’s satisfaction with brand; (c) product satisfaction is positively related to product loyalty; and (d) brand satisfaction is positively related to brand loyalty. The present research has implications for the Ayurveda and nature-made products as an alternative medicine, which is receiving increasing attention in both Asian countries and Western world. In addition to contributing to the existing literature on brand and product, the present study contributes in terms of bringing awareness about the benefits of nature-made products. The implications for both academicians and practitioners are discussed.
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