Effect of Brand Image and Brand Trust on Purchase Intention of Fast-Moving Consumer Goods
Chakkaravarthy Kumaresan R
Ph.D. Research Scholar,
Alagappa Institute of Management,
Alagappa University,
Karaikudi, Tamilnadu, India.
Email Id: chakkaravarthyphd@alagappauniversity.ac.in
ORCiD : 0009-0004-2862-3063
Dr.S. Chandramohan
Professor,
Alagappa Institute of Management,
Alagappa University,
Karaikudi, Tamilnadu, India.
ORCiD : 0009-0008-4822-6670
ABSTRACT
An extensive analysis is performed in this research regarding how consumer relationships with brands influence brand trust and brand image, which represents a strong form of brand support rooted in consumer connections. This study examines how two consumer-brand relationship elements, specifically brand trust and brand image, influence buying intentions. Based on a review of the literature pertaining to consumer-brand dynamics, a theoretical framework is formulated that addresses the constructs of brand trust and brand image in their association with purchase intentions. In the current investigation, a quantitative approach is employed to rigorously assess the impact of brand trust and brand image on consumer purchasing intentions concerning fast-moving consumer goods. The data collected from a cohort of 167 individuals residing in the city of Madurai served as a basis for the empirical validation of the research hypothesis, which was established through the administration of a meticulously designed questionnaire. It was discovered that there exists a direct and significant correlation between brand trust, brand image, and purchase intention. This finding indicates that the connection between brand trust and brand image positively influences purchase intentions. Furthermore, it was uncovered that brand trust exerts a stronger effect on purchase intention than brand image alone. In summary, the findings highlight the substantial impact of consumer-brand relationships on purchasing intentions. The research recognizes specific constraints and provides suggestions for subsequent investigations within this field. As consumers increasingly exhibit intense loyalty and disdain towards brands, marketers must comprehend the importance of brands in the contemporary consumption landscape. This research indicates that marketers can enhance consumer purchase intentions and transform potential customers into actual buyers.
Keywords: Brand trust, Consumer-brand relationships, Purchase intention , Brand image, Brand equity.
