The Impact of Brand Image and Brand Trust on Consumer Buying Behavior
DOI:
https://doi.org/10.55677/GJEFR/11-2024-Vol01E7Keywords:
Brand image, Brand trust, Buying behaviorAbstract
This study aims to examine the impact of brand image on consumer purchasing behavior, while also exploring the mediating role of brand trust in this relationship. Data was collected through a questionnaire survey, resulting in 142 responses among the students of Nanjing University of Information Science and Technology within the period of three weeks. The data are analyzed using IBM SPSS Statistics 21 program. The findings indicate a strong and significant positive relationship between brand image, brand trust, and consumer buying behavior.
References
Sao mai dam, tri cuong dam, (2021) Relationships between service quality, brand image, customer satisfaction, and customer loyalty/ journal of asian finance, economics and business vol 8 no 3
Mohammad Djaelani, Didit Darmawan, (2021) Dulux wall paint purchase decision: the role of brand image, price, and product quality on consumer behavior of paint products/ journal simki economic, volume 4 issue 2, pages 150-160
Fazal Ur Rehman, Ali Zeb, (2022) Translating the impacts of social advertising on muslim consumers buying behavior: the moderating role of brand image/journal of islamic marketing © emerald publishing limited 1759-0833
Fazal ur Rehman, (2022) Evaluating the influence of social advertising, individual factors, and brand image on the buying behavior toward fashion clothing brands/ journal sage open january-march
Seymur M. Guliyev, (2023) the impact of brand perception and brand image on consumer purchasing behavior in azerbaijan/ science, education and innovations in the context of modern problems. Vol. 6, issue 1
Dam Tri Cuong, (2020) Influence of Brand Trust, Perceived Value on Brand Preference and Purchase Intention/ Journal of Asian Finance Economics and Business
Adetunji, R. R., Rashid, S. M., & Ishak, M. S, (2019) the mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behavioral intention. Journal of Research in Interactive Marketing ahead-of-print
Gupta, Sahil, & Gupta, Sharad. (2020) Mindful Effect of User-Centered Design on Brand Image and Brand Equity. Journal of the Social Sciences
Gupta, S., & Verma, H. (2020) Relationship of Mindfulness, Mindful Consumption and Life Satisfaction. In 2020 Academy of Marketing Science Annual Conference. Academy of Marketing Science, USA.
Gupta, S., & Verma, H. V. (2019) Mindfulness, mindful consumption, and life satisfaction. Journal of Applied Research in Higher Education. 456-74.
Bereket. (2019) The effect of brand image on consumers buying behavior in the case of castell beer. St. Mary’s university school of graduate studies.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Global Journal of Economic and Finance Research
This work is licensed under a Creative Commons Attribution 4.0 International License.
