International Journal of Research in Finance and Marketing
  • Year: 2016
  • Volume: 6
  • Issue: 12

Impact of brand identification on purchase intention and moderating effect of brand trust

  • Author:
  • Summra Khalid1, Muhammad Mohsin2, Sobia Naseem3, Sheraz Iftikhar4, Muhammad Kashif Majeed5
  • Total Page Count: 12
  • Page Number: 1 to 12

1Research Scholar, National Textile University, Faisalabad, Pakistan

2Phd Research Scholar, Liaoning Technical University, China

3Research Scholar, GC University, Faisalabad, Pakistan

4Research Scholar, National Textile University, Faisalabad, Pakistan

5Research Scholar, National Textile University, Faisalabad, Pakistan

Online published on 3 April, 2017.

Abstract

The aim and purpose of this study is to analyze the impact of brand identification on purchase intentions of the customers and moderating effect of brand trust. The data was collected from 150 respondents of mobile users of different brands by using convenient sampling technique. The results indicated that there is a significant relationship between brand identification and purchase intention and brand trust potentially moderates the relationship of brand identification and purchase intention. Future implications and limitations of the research study were discussed based on the research findings.

Keywords

Brand identification, purchase intention, brand trust, moderating effect, mobile industry