The Impact of Brand Equity Dimensions on Consumer Buying Behavior: The Moderating Roles of Trust, Loyalty, and Price Sensitivity
DOI:
https://doi.org/10.51153/mf.v20.i2.728Keywords:
Brand image, perceived quality, emotional attachment, consumer buying behavior, consumer trust, brand loyalty and price sensitivity and brand loyalty.Abstract
Consumer buying behavior knowledge helps in understanding how and why people make purchase decisions. It also helps firms to make better marketing strategies in the context of product development and customer satisfaction. Given its importance, we developed a model that uses three predictors (brand image, perceived quality, and emotional attachment) and three moderators (consumer trust, brand loyalty, and price sensitivity). The dependent variable in this study was consumer buying behavior. The study distributed 350 questionnaires and received 300 completed questionnaires. All constructs and items used in this study were adapted from prior studies. The study used smart PLS for statistical analysis. We develop six hypotheses. Five were accepted, and one was rejected. The result supported Hypothesis 1: Brand image positively affects consumer buying behavior. We also found support for Hypothesis 2: Perceived quality affecting consumer buying behavior. Similarly, we found support for Hypothesis 3: Emotional attachment promotes consumer buying behavior. We also found support for Hypothesis 4: Consumer trust moderates the relationship between brand image and consumer buying behavior. We also accepted Hypothesis 5: Brand loyalty moderates emotional attachment and consumer buying behavior. We rejected Hypothesis 6: Price sensitivity moderates emotion attachment and consumer buying behavior. All the results of our study align with the past literature.
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