The role of brand trust as a mediator in the relationship between brand satisfaction and purchase intention

1Dam Tri Cuong

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Abstract:

The present purpose of this study was to empirical research on the role of brand trust as a mediator in the connection between brand satisfaction and purchase intention. We tested research data from 255 customers at laptop shops in Ho Chi Minh, Vietnam. PLS - Partial Least Squares was implemented to evaluate the measurement model and the structural model. The result of the investigation explained that brand satisfaction had a positive impact on brand trust and purchase intention. The findings also revealed that brand trust had a positive influence on purchase intention. Furthermore, the results also disclosed that brand trust had a mediator variable in the relationship between brand satisfaction and purchase intention.

Keywords:

brand satisfaction, brand trust, purchase intention, PLS

Paper Details
Month1
Year2020
Volume24
IssueIssue 6
Pages14726-14735