| Summary: | The present study aims to understand the mediating role of brand equity in the relationship between the physical evidence (environmental, design and social factors) in the purchase intention of the consumers of cosmetic stores. The brand equity concept, which addresses brand value, helps create competitive advantage and add value to the products and services offered; in this sense, with the increase of competitiveness among companies, brand equity has been a popular research area, however, there are few empirical studies that use this dimension as a mediator. In addition, the concept of “physical evidence” has been investigated recently, through research that demonstrates its importance in influencing consumer behavior. Based on the results, it was possible to perform the mediation test that considered the physical evidence as the independent variable, the intention to purchase as a dependent variable and the brand equity as a mediator, resulting in evidences, which show that there is the mediating relationship indicated by this study. These conclusions provide contributions to cosmetics retailers and marketers in identifying the importance of investing at the point of sale as a way to obtain brand value and consequent purchase intent.
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