The mediating effect of brand trust on the relationships between dimensions of brand equity and purchase intention toward smartphone

• Main Author: Al-Koliby, Ibraheem Saleh
• Format: Thesis
• Language: English; English
• Published: 2017
• Subjects: HF5415.33 Consumer Behavior.
• Online Access: http://etd.uum.edu.my/7371/

It has been stated that the technology of smartphone greatly affects the behavior of people and their attitude toward the purchase. However, there are lack of studies on the purchase intention of customer regarding smartphone usage among young adults has been reported by several researchers at particular in Malaysia. Thus, the current study investigates the relationships between brand equity dimensions namely, brand awareness, perceived quality, brand association and brand loyalty on behavior intention to purchase the smartphone brands. Moreover, this study also explores the mediation effect of brand trust on the relationship between brand equity elements and purchase intention towards smartphone brand in Malaysia. The main purpose of this study was to investigate the mediating effect of brand trust (BT) on the relationship between brand awareness (BAW), perceived quality (PQ), brand association (BAS),brand loyalty (BLO), and purchase intention (PI) of smartphone brands in Malaysia. The findings of the study showed evidence of the significant and positive relationship between PQ, BLO, and PI; while BAW and BAS have insignificant relationship. The results also presented that BAS, PQ, and BLO have positive effect on PI, while BAW has insignificant influence. The results further support the positive relationship between BT and PI. Interestingly, the findings of the research further show that BT mediates the relationship between BAS,BLO, and PI. This empirical study provided fruitful implications to marketers by making significant contributions to the brand management. It also contributes to new knowledge on the existing body of brand management literature by systematically exploring the influence BAW, PQ, BAS, BT, and BLO on PI of smartphone brands in Malaysia. Marketers should improve brand quality, and enhance awareness which may encourage customers to purchase the smartphone brand.