The Impact Of Brand Loyalty On Parent’s Intentions To Purchase Baby Care Products
Year: 2025
Type: article
Study design: Observational Study
Abstract: The purpose of this research is to look into the function of brand trust in consumer-brand relationships for both global and national businesses. The approach established for this objective is used to two competitor brands in India's infant care goods industry, one global and one national. A structural equation modelling technique is used to test the research model. According to the study, the effect of brand trust on repurchasing intention is stronger than its influence on relational commitment, and this effect is especially noticeable in the case of national brands.
Authors: Vannem Reddy Hima Bindhu -, Konduru Sudheer -
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4408102725