The mediating effect of perceived usefulness and brand attitude in relationship between consumer-brand metrics Online publication date: Wed, 19-Jan-2022
by Gursimranjit Singh; Maninder Singh
International Journal of Business Innovation and Research (IJBIR), Vol. 27, No. 1, 2022
Abstract: The study aims to examine the mediating effect of perceived usefulness and brand attitude in relationship with consumers-brand metrics in context to smartphones. The sample selected for the present study were the millennials particularly students, as millennials are called computerised locals and they are the largest users of smartphone in India. The present study is based on the questionnaires administered to a sample of 720 respondents. Out of this sample, 537 usable questionnaires were obtained. Structural equation modelling has been used to analyse the data and for checking the mediating effect, Baron and Kenny's method has been used. The results revealed that there is a partial mediation among the tested constructs. Hence, the hypotheses were supported via partial mediation. The mediation effect was further validated by Sobel test, wherein the value of the Sobel test statistic was significant at p < 0.00 for the tested constructs.
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