Factors underlying brand trust for affecting brand love leading to customers' purchase intention in Indian hypermarkets

Deependra Singh, Naval Bajpai and Kushagra Kulshreshtha

International Journal of Electronic Marketing and Retailing, 2021, vol. 12, issue 3, 254-284

Abstract: The present research study is directed towards customers who frequently visit a specific hypermarket brand's store as to what factors influence their brand trust. Further, the impact of these extracted brand trust factors is investigated with brand love as a mediator. For this purpose, CFA-SEM approach is applied to the sample size of 787 customers. This study proposes a conceptual framework for testing the relationship among the constructs related to brand trust, brand love, and purchase intention. The empirically validated model recommends the factors leading to brand trust and their impact on purchase intention with the mediation of brand love in hypermarket brand stores. This study shows the pivotal relationships between brand trust factors, brand love, and purchase intention. It helps to understand the influencing components for brand trust and the role of brand love to develop customers' purchase intention for their hypermarket brands in a better way.

Keywords: brand trust; brand love; purchase intention; customer-brand relationship; hypermarket; customer-purchase behaviour; consumer; scale development; exploratory factor analysis; confirmatory factor analysis; structural equation modelling; mediating effect; mediator analysis; India. (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=116503 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijemre:v:12:y:2021:i:3:p:254-284

Access Statistics for this article

More articles in International Journal of Electronic Marketing and Retailing from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().