Abstract
Ayurveda as alternative medicine is widely popular across the globe. Moreover, after the onset of COVID-19, it has been looked at as a preferred option to boost immunity to prevent the infection of COVID-19. However, in developing countries, the misconceptions associated with Ayurveda lead to post-purchase embarrassment. This study proposes a model of perceived increased Availability of Ayurveda products in the market, with dependent variables such as brand influence, perceived immunity against COVID-19, post-product purchase embarrassment, and perceived safe and effective nature. The analysis is done by IBM AMOS v.22, the conceptualized hypothesis was also tested.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
