skip to main content
Language:
Search Limited to: Search Limited to: Resource type Show Results with: Show Results with: Search type Index

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, 2016-12, Vol.20, p.87 [Peer Reviewed Journal]

2016. This work is published under https://creativecommons.org/licenses/by/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 0128-6226 ;EISSN: 2289-6651

Full text available

Citations Cited by
  • 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
  • Author: Jamal Mohammed Esmail Al-Ekam
  • Subjects: Brand loyalty ; Communication ; Developing countries ; LDCs ; Product quality ; Questionnaires
  • Is Part Of: Malaysian management journal, 2016-12, Vol.20, p.87
  • 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.
  • Publisher: Sintok: Universiti Utara Malaysia
  • Language: English;Malay
  • Identifier: ISSN: 0128-6226
    EISSN: 2289-6651
  • Source: ProQuest Central
    DOAJ Directory of Open Access Journals
Back to results list
INSPIRE LIBRARY - TON DUC THANG UNIVERSITY (84-028) 37 755 057 Feedback
19 Nguyen Huu Tho St. Dist.7, HCM thuvien@tdtu.edu.vn

Copyright © 2017 INSPIRE LIBRARY - TON DUC THANG UNIVERSITY

Searching Remote Databases, Please Wait