scholarly journals Effects of Brand Image on Purchase Intention and Brand Loyalty: Focused on Mediating Role of the Brand Trust

2017 ◽  
Vol 23 (2) ◽  
pp. 135-145 ◽  
Author(s):  
Han Ji-Soo
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Brand Image ◽  
Brand Trust ◽  
Mediating Role

Investigating loyalty through CSR: The mediating role of brand image and brand trust

2020 ◽  
Vol 19 (3) ◽  
pp. 252-279
Author(s):  
Eman Mohamed Abd-El-Salam
Keyword(s):  
Social Responsibility ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Purchase Intentions ◽  
Customer Relationship ◽  
Brand Trust ◽  
Mediating Role

The purpose of this study is to investigate the effect of corporate social responsibility (CSR) activities on brand image, brand trust, brand loyalty, and purchase intention, based on consumers' perceptions in the context of the retail hypermarkets industry within the Egyptian market. To address the objectives of the study, a quantitative research methodology was used; the data were collected through a questionnaire, resulting in 403 valid responses from customers. The collected data were analysed using SPSS 23 and structural equation modelling on AMOS. The study found that CSR activities influence directly brand image and brand trust and indirectly brand loyalty and purchase intentions through the mediating role of brand image and brand trust. There was no significant direct relationship between CSR and brand loyalty as well as between CSR and purchase intentions. The effect of brand image is stronger than brand trust on both brand loyalty and purchase intention. The effects of brand image and brand trust are stronger in brand loyalty than in purchase intention. The paper adds to the understanding of the pivotal role of CSR activities as well as brand image and trust in affecting a consumer's intention to purchase decision, which has not been studied extensively in the Egyptian business to customer relationship markets in the retail industry. The study emphasises the importance of consumers' perceptions of CSR in achieving the main outcomes of relationship marketing (brand image, brand trust, brand loyalty and purchase intention). Retailers are progressively anxious to contribute to social and environmental domestic and international markets. Marketers should develop more consistent and effective social responsibility programmes to close any gaps between the retailer and the consumer perspective on CSR initiatives, and enhance the coordination between CSR activities incorporated into retailers' corporate strategic plans and their consumers' perceptions of these activities.

Investigating the antecedents of halal brand product purchase intention: an empirical investigation

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Afzaal Ali ◽  
Mehkar Sherwani ◽  
Adnan Ali ◽  
Zeeshan Ali ◽  
Mariam Sherwani
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Brand Image ◽  
Perceived Quality ◽  
Brand Trust ◽  
Content Type ◽  
Muslim Countries ◽  
Chinese Muslims ◽  
Halal Food ◽  
Brand Satisfaction

Purpose This paper aims to apply the concept of traditional branding constructs, i.e. brand image, brand perceived quality, brand satisfaction, brand trust and brand loyalty to a less explored field of halal brand products – halal brand image, halal brand perceived quality, halal brand satisfaction, halal brand trust and halal brand loyalty. Second, the present research is an effort to empirically validate the interrelationships among branding constructs such as brand image, brand perceived quality, brand satisfaction, brand trust and brand loyalty in a holistic framework to confirm whether these branding constructs also work for the halal brand in the same way to gauge Chinese Muslims consumers’ purchasing intentions. Design/methodology/approach This research used cross-sectional data from 481 Chinese Muslim students at 9 universities located in 3 cities of China through face-to-face and online survey methods. Data were collected from the consumers of halal milk brand. A theoretical model with the hypothesized relationships was tested with the help of the structural equation modelling procedure. Findings The results suggest that halal brand image has a significant and positive influence on the halal brand perceived quality, halal brand satisfaction, halal brand trust and halal brand loyalty. Similarly, the halal brand perceived quality, halal brand satisfaction, halal brand trust and halal brand loyalty significantly influence consumer halal brand purchase intention. Research limitations/implications This study is conducted in the halal food sector of China and specific religious and migration contexts. Further investigations of the halal food purchasing behaviour of local Muslims, as well as international Muslim students in those Western countries which are famous destinations for international students for education, could yield varying results. Practical implications The outcomes achieved are helpful for commerce and government organizations for policy development to better meet the burgeoning demand for halal products by Chinese Muslims. These are also very helpful for producers and exporters who intend to penetrate the halal market in non-Muslim-dominant countries such as China. Originality/value Studies on understanding Muslim consumers’ purchasing behaviours in non-Muslim countries are limited. Given the fact, numbers of Muslims seem a smaller amount of China’s total population, but their total numbers are large compared with total numbers in many Muslim countries. Therefore, understanding their purchasing behaviours for halal products and influential determinants concerning such purchasing behaviours adds to the literature and helps the industry to better serve and capitalise on the growing market.

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