The Impact of Brand Rejuvenation on Consumer Purchase Intention: Brand Attitude as Mediator

Neelam Akbar, Alam Zeb and Shabir Ahmad
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Neelam Akbar: Lecturer, Department of Center for Management and Commerce, University of Swat, KP, Pakistan.
Alam Zeb: Assistant Professor,Department of Management Studies, University of Malakand, KP, Pakistan.
Shabir Ahmad: Assistant Professor, Department of Management Studies,University of Malakand, KP, Pakistan.

Global Regional Review, 2017, vol. 2, issue 1, 197-210

Abstract: The rationale of the study lies in investigating the role of brand rejuvenation on consumer purchase intention, it also emphasizes digging the mediating effects of brand attitude on brand rejuvenation and consumer purchase intentions. Quantitative research was carried out for understanding the rationale behind consumer brand preferences, their attitude, and purchase intentions. This study employed positivism; deductive approach in which collected quantitative and numerical data were tabulated and analyzed statistically in order to facilitate and test the detail set of hypotheses for the purpose of reaching objective truth. SPSS computer software was employed along with multiple regression and correlation analysis were carried out for testing and checking hypotheses and model fitness respectively. Dual statistical techniques i.e. Barron and Kenny’s (1986) and Preacher and Hayes (2008) were applied for checking mediation effects of the study. All the variables were significantly correlated with each other which clearly indicates the importance of brand rejuvenation, brand attitude and purchase intentions.

Keywords: Brand Rejuvenation; Brand Attitude; Purchase Intention (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aaw:grrjrn:v:2:y:2017:i:1:p:197-210

DOI: 10.31703/grr.2017(II-I).14

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