Effects of Brand Performance on Consumer Buying Behavior through Variables Mediating Brand Trust and Brand Image and Brand Equity and Brand Loyalty

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Ghaedamini Harouni Abbas; Sadeghi Dehcheshmeh Mehrdad; Korang Beheshti Siamak; Maharani Barzani Majed

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Journal Paper

Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2022 | Volume:17 | Issue:54 Page(s): 151-175

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Title

Effects of Brand Performance on Consumer Buying Behavior through Variables Mediating Brand Trust and Brand Image and Brand Equity and Brand Loyalty

Author(s)

Ghaedamini Harouni Abbas | Sadeghi Dehcheshmeh Mehrdad | Korang Beheshti Siamak | Maharani Barzani Majed | Issue Writer Certificate

Keywords

Brand Trust

Brand Performance

Brand Image

Brand Loyalty

Brand Equity

Consumer Buying Behavior

Abstract

The purpose of this study was to determine the effects of Brand Performance on Consumer Buying Behavior through the variables of interface between Brand Trust and Brand Image and Brand Equity and Brand Loyalty in customers of industrial and home appliance stores in Isfahan (Case study: Bosch brand). The statistical population of the present study consisted of all clients and customers of industrial and home appliances stores in Isfahan. The statistical sample size of the study based on Morgan table was 384 people. The validity of the questionnaires was examined based on the content validity using the opinion of experts, formally based on the views of a number of statistical and structural communities by factor analysis method and the validity was confirmed and on the other hand the validity of the questionnaires by Cronbach's alpha method For Brand Trust, 0. 845, Brand Loyalty, 0. 812, Brand Image, 0. 822, Brand Performance, 0. 811, Brand Equity, 0. 777, respectively, Consumer Buying Behavior was estimated to be 866, and data analysis was performed. Descriptive and inferential levels including Pearson correlation coefficient and structural equation modeling (SEM) were performed. The results showed that between Brand Performance on Brand Trust with an impact factor of 0. 54, Brand Performance on Brand Image with an impact factor of 0. 45, Brand Trust on Brand Image with an impact factor of 0. 25, Brand Performance on loyalty To the brand with an impact factor of 0. 68, Brand Image on the Brand Equity with an impact factor of 0. 76, Brand Loyalty on the variables of Brand Equity and Consumer Buying Behavior with an impact factor of 0. 90 and 0. 61 and Brand Equity, respectively. There is a positive and significant relationship between consumer purchasing behavior and an impact factor of 0. 44. Therefore, the main hypothesis of the research was confirmed. However, the effect of Brand Trust directly on the variable of consumer purchasing behavior with an impact factor of 0. 04 was not significant.

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