The rapid growth of digital platforms has transformed how brands capture consumer attention thereby presenting new challenges in nurturing brand loyalty. Within this context, digital marketing strategies play a pivotal role in shaping brand perceptions. Despite the widespread adoption of these strategies, the mechanisms through which they influence brand loyalty remain scarceness particularly within the beauty and personal care industry. Addressing this gap, the present study proposes eight propositions theoretically grounded from Theory of Planned Behaviour and Aaker’s Brand Equity thus offering a comprehensive explanation of both consumer behavioural processes and brand asset development. This framework aims to examines how consumers of beauty and personal care products perceive four digital marketing strategies namely, social media marketing, influencer marketing, email marketing, and search engine optimization while also considering brand awareness as a mediating factor. Positioned at the intersection of marketing, retailing, and consumer behaviour, the study fills a theoretical gap in the literature on brand recognition and provides practical guidance for designing digital platforms that enhance brand visibility and resonate emotionally with. Focusing on consumers in Penang, Malaysia, this model will offer both theoretical and practical contributions. Theoretically, it advances research on brand loyalty by integrating behavioural and brand-based perspectives within a digital marketing context. Practically, it serves as a managerial tool enabling brands to design, monitor, and evaluate digital marketing initiatives more effectively. Furthermore, it lays the groundwork for future empirical studies exploring how digital marketing shapes consumer brand relationships in an increasingly digital environment.