The effect of fast food restaurant customers’ choice attributes on purchase intention: Mediating role of brand image and an ETPB

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.

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The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation

Management Science Letters ◽

10.5267/j.msl.2019.11.038 ◽

2020 ◽

pp. 1205-1212 ◽

Cited By ~ 2

Author(s):

Nguyen Ngoc Hien ◽

Nguyen Nguyen Phuong ◽

Tung Van Tran ◽

Le Duc Thang

Keyword(s):

Purchase Intention ◽

Brand Image ◽

Country Of Origin ◽

Brand Evaluation ◽

Mediating Role ◽

Country Of Origin Image

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PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH HARGA TERHADAP NIAT PEMBELIAN (Studi Pada Produk Iphone Di Kota Denpasar)

E-Jurnal Manajemen Universitas Udayana ◽

10.24843/ejmunud.2018.v07.i12.p08 ◽

2018 ◽

Vol 7 (12) ◽

pp. 6591

Author(s):

AA Gd Agung Rahma Putra ◽

Ni Made Asti Aksari

Keyword(s):

Purchase Intention ◽

Sampling Method ◽

Brand Image ◽

Sampling Technique ◽

Intention To Use ◽

Mediating Role ◽

Analysis Technique ◽

Consumer Purchase Intention ◽

The Relationship

The purpose of this study is to examine the effect of price on brand image, the effect of price and brand image on consumer purchase intention, and the role of brand image in mediating the effect of price on the purchase intention towards iPhone product in Denpasar City. The population of this study are consumers with the intention to use iPhone product. The sampling method used in this study is nonprobability sampling with purposive sampling technique by using certain consideration. The sample selected for this study was 110 respondents. Data is analysed using path analysis technique. The result of this research shows that price have a positive and significant effect on iPhone brand image, price and brand image have positive and significant effect on consumer purchase intention towards iPhone product, and brand image plays a mediating role on the relationship between price and purchase intention towards iPhone product in Denpasar.

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The Impact of Events Sponsorship on Attendee’s Purchase Intention: The Mediating Role of Brand Image

International Journal of Business and Management ◽

10.5539/ijbm.v11n8p162 ◽

2016 ◽

Vol 11 (8) ◽

pp. 162 ◽

Cited By ~ 1

Author(s):

Elham Fakhri Tomalieh

Keyword(s):

Purchase Intention ◽

Brand Image ◽

Major Effect ◽

Brand Awareness ◽

Primary Data ◽

Purchase Intent ◽

Mediating Role ◽

The Impact ◽

The Relationship

This study aims to investigate the impact of sponsorship events on the purchase intent of attendees, mediated by brand image. For the purpose of this study, attendee's purchase intention is treated as a dependent variable and brand image as a mediated variable. Independent variables are: brand awareness, attitude towards the event and event-sponsor fit. The study relied on collecting primary data through a self-prepared questionnaire. In total (400) questionnaires were distributed randomly to the sponsoring event attendees who could be reached by the researcher. Response rate was (96.75) percent.<strong> </strong>The results revealed all the variables under investigation have a significant effect on attendee’s purchase intention. The major effect on the attendee’s purchase intention was for brand awareness followed by attitude towards the event, the weakest effect was for event–sponsor fit. While the major effect on the attendee’s perception of the sponsoring brand image was for attitude towards the event followed by brand awareness, the event–sponsor fit was excluded. Furthermore, it is found that brand image mediates the relationship between brand awareness, attitude towards the event and attendee’s purchase intention.

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Peran Brand Image dalam Memediasi Pengaruh Social Media Marketing terhadap Repeat Purchase pada Fast-Food Restaurant di Kota Medan

Jurnal Samudra Ekonomi dan Bisnis ◽

10.33059/jseb.v11i1.1722 ◽

2019 ◽

Vol 11 (1) ◽

pp. 53-68

Author(s):

Muhammad Fahmi ◽

Muhammad Arif ◽

Salman Farisi ◽

Nadia Ika Purnama

Keyword(s):

Social Media ◽

Random Sampling ◽

Fast Food ◽

Brand Image ◽

Restaurant Industry ◽

Social Media Marketing ◽

Fast Food Restaurant ◽

Fast Food Restaurants ◽

Repeat Purchase

This study aims to analyze the effect of social media marketing on brand image and repeat purchases, and to analyze the role of brand image in mediating the effect of social media marketing on repeat purchases in the Fast-Food Restaurant industry in Medan. The respondents are consumers who have made purchases at five fast food restaurants in Medan. 140 people were selected using random sampling. Data collected using questionnaire and interviews, and analyzed using descriptive and path analysis. The results proved that social media marketing was significantly influenced brand image; brand image was significantly influenced repeat purchase; and, social media marketing was significantly influenced repeat purchase. Moreover, social media marketing proved has no significant effect on repeat purchase through brand image as mediator.

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Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image

Journal of Fashion Marketing and Management ◽

10.1108/jfmm-08-2017-0087 ◽

2018 ◽

Vol 22 (3) ◽

pp. 387-403 ◽

Cited By ~ 11

Author(s):

Jihyun Lee ◽

Yuri Lee

Keyword(s):

Purchase Intention ◽

Online Survey ◽

Brand Image ◽

Corporate Image ◽

Content Type ◽

Mediating Role ◽

The Impact ◽

A Company ◽

Corporate Level

Purpose The purpose of this paper is to examine the effect of the corporate social responsibility (CSR) activities of a fashion company with multiple brands. In particular, the aim is to determine the differences in the impact of corporate-level and brand-level CSR. Design/methodology/approach The data were collected using an online survey from the consumer panel of a marketing research firm in South Korea. The subjects were presented with the following stimuli of a fashion company with multiple brands: describing corporate-level CSR activities of a company (n=109) and describing brand-level CSR activities of a company (n=113). After processing the information, the participants were asked to evaluate their reciprocity perception, corporate image, brand image, and purchase intention. Findings Regarding corporate-level CSR, participants’ reciprocity perception positively and directly affected purchase intention. It also positively affected corporate image, and corporate image affected brand image, and brand image positively affected purchase intention. Regarding brand-level CSR, reciprocity perception did not affect purchase intention directly, but positively affected purchase intention through mediation of corporate image. This study found a construct where reciprocity perception influences purchase intention with a mediating role of corporate image and brand image. The effect of reciprocity perception shaped by corporate-level CSR is greater than that shaped by brand-level CSR. Originality/value The outcome of this study provides meaningful insights and practical implications for companies that have multiple brands.

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