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The mediating effect of brand trust on the influence of communication, price, and product quality on consumer purchase behaviour in a less-developed country

Brand trust is one of the key elements in brand building and securing customer loyalty, based on relationship marketing factors. The aim of this research was to examine the influence of perceived product price, perceived product quality and communication on brand trust, and the effect of brand trust...

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Main Author: Alekam, Jamal Mohammed Esmail
Format: Article
Language:English
Published: Universiti Utara Malaysia 2016
Subjects:
HD28 Management. Industrial Management
Online Access:http://repo.uum.edu.my/21481/1/MMJ%2020%202016%2087%2097.pdf
http://repo.uum.edu.my/21481/
http://mmj.uum.edu.my/images/pdf3/vol20/6newmmj20.pdf
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spelling my.uum.repo.214812017-04-05T04:43:02Z http://repo.uum.edu.my/21481/ The mediating effect of brand trust on the influence of communication, price, and product quality on consumer purchase behaviour in a less-developed country Alekam, Jamal Mohammed Esmail HD28 Management. Industrial Management Brand trust is one of the key elements in brand building and securing customer loyalty, based on relationship marketing factors. The aim of this research was to examine the influence of perceived product price, perceived product quality and communication on brand trust, and the effect of brand trust on consumer purchase behaviour based on the relationship theory perspective. The research instrument was developed based on items taken from previous studies. Questionnaires were distributed to 1400 consumers in 10 primary and secondary schools in three towns in Sanaa, Ibb, and Aden in Yemen. Only 711 questionnaires were used for statistical analysis, using Partial Least Squares (PLS–SEM). Results indicated that trust has a positive significant impact on purchase behaviour. Trust is also a mediator between communication and purchase behaviour, and between perceived quality and purchase behaviour. In addition, this study showed that both perceived product quality and communication positively influence building brand trust. The constructed model has a good goodness-of-fit index. This research also discussed practical implications and applications in developing and less-developed countries. Universiti Utara Malaysia 2016-12 Article PeerReviewed application/pdf en http://repo.uum.edu.my/21481/1/MMJ%2020%202016%2087%2097.pdf Alekam, Jamal Mohammed Esmail (2016) The mediating effect of brand trust on the influence of communication, price, and product quality on consumer purchase behaviour in a less-developed country. Malaysian Management Journal, 20. pp. 87-97. ISSN 0128-6226 http://mmj.uum.edu.my/images/pdf3/vol20/6newmmj20.pdf
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic HD28 Management. Industrial Management
spellingShingle HD28 Management. Industrial Management
Alekam, Jamal Mohammed Esmail
The mediating effect of brand trust on the influence of communication, price, and product quality on consumer purchase behaviour in a less-developed country
description Brand trust is one of the key elements in brand building and securing customer loyalty, based on relationship marketing factors. The aim of this research was to examine the influence of perceived product price, perceived product quality and communication on brand trust, and the effect of brand trust on consumer purchase behaviour based on the relationship theory perspective. The research instrument was developed based on items taken from previous studies. Questionnaires were distributed to 1400 consumers in 10 primary and secondary schools in three towns in Sanaa, Ibb, and Aden in Yemen. Only 711 questionnaires were used for statistical analysis, using Partial Least Squares (PLS–SEM). Results indicated that trust has a positive significant impact on purchase behaviour. Trust is also a mediator between communication and purchase behaviour, and between perceived quality and purchase behaviour. In addition, this study showed that both perceived product quality and communication positively influence building brand trust. The constructed model has a good goodness-of-fit index. This research also discussed practical implications and applications in developing and less-developed countries.
format Article
author Alekam, Jamal Mohammed Esmail
author_facet Alekam, Jamal Mohammed Esmail
author_sort Alekam, Jamal Mohammed Esmail
title The mediating effect of brand trust on the influence of communication, price, and product quality on consumer purchase behaviour in a less-developed country
title_short The mediating effect of brand trust on the influence of communication, price, and product quality on consumer purchase behaviour in a less-developed country
title_full The mediating effect of brand trust on the influence of communication, price, and product quality on consumer purchase behaviour in a less-developed country
title_fullStr The mediating effect of brand trust on the influence of communication, price, and product quality on consumer purchase behaviour in a less-developed country
title_full_unstemmed The mediating effect of brand trust on the influence of communication, price, and product quality on consumer purchase behaviour in a less-developed country
title_sort mediating effect of brand trust on the influence of communication, price, and product quality on consumer purchase behaviour in a less-developed country
publisher Universiti Utara Malaysia
publishDate 2016
url http://repo.uum.edu.my/21481/1/MMJ%2020%202016%2087%2097.pdf
http://repo.uum.edu.my/21481/
http://mmj.uum.edu.my/images/pdf3/vol20/6newmmj20.pdf
_version_ 1644283249496686592
score 13.211869

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