Modi, S. , Balaji, V. , Mathew, S. and Kishore, K. 2024. Navigating brand equity in personal care: Examining the influence of direct-to-consumer brands and the mediating power of brand image . International Journal of Management and Sustainability. 13, 2 (May 2024), 404–422. DOI:https://doi.org/10.18488/11.v13i2.3763.