Factors underlying brand trust for affecting brand love leading to customers' purchase intention in Indian hypermarkets Online publication date: Tue, 27-Jul-2021
by Deependra Singh; Naval Bajpai; Kushagra Kulshreshtha
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 12, No. 3, 2021
Abstract: The present research study is directed towards customers who frequently visit a specific hypermarket brand's store as to what factors influence their brand trust. Further, the impact of these extracted brand trust factors is investigated with brand love as a mediator. For this purpose, CFA-SEM approach is applied to the sample size of 787 customers. This study proposes a conceptual framework for testing the relationship among the constructs related to brand trust, brand love, and purchase intention. The empirically validated model recommends the factors leading to brand trust and their impact on purchase intention with the mediation of brand love in hypermarket brand stores. This study shows the pivotal relationships between brand trust factors, brand love, and purchase intention. It helps to understand the influencing components for brand trust and the role of brand love to develop customers' purchase intention for their hypermarket brands in a better way.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Marketing and Retailing (IJEMR):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook