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The Impact of Brand Image and Brand Trust on Consumer Buying Behavior

Year: 2024

Type: article

Abstract: ABSTRACT: This study aims to examine the impact of brand image on consumer purchasing behavior, while also exploring the mediating role of brand trust in this relationship. Data was collected through a questionnaire survey, resulting in 142 responses among the students of Nanjing University of Information Science and Technology within the period of three weeks. The data are analyzed using IBM SPSS Statistics 21 program. The findings indicate a strong and significant positive relationship between brand image, brand trust, and consumer buying behavior.

Source: Global journal of economic and finance research.

DOI: 10.5281/zenodo.14575619

Authors: Mohamed, Ichou, Oussama, Manar

Institution: Nanjing University of Information Science and Technology

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W6967793250

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