Title: Factors underlying brand trust for affecting brand love leading to customers' purchase intention in Indian hypermarkets

Authors: Deependra Singh; Naval Bajpai; Kushagra Kulshreshtha

Addresses: ABV-Indian Institute of Information Technology and Management, Gwalior (MP), India ' ABV-Indian Institute of Information Technology and Management, Gwalior (MP), India ' Institute of Business Management, GLA University, Mathura (UP), India

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.

Keywords: brand trust; brand love; purchase intention; customer-brand relationship; hypermarket; customer-purchase behaviour; consumer; scale development; exploratory factor analysis; confirmatory factor analysis; structural equation modelling; mediating effect; mediator analysis; India.

DOI: 10.1504/IJEMR.2021.116503

International Journal of Electronic Marketing and Retailing, 2021 Vol.12 No.3, pp.254 - 284

Received: 30 Jan 2019
Accepted: 20 Sep 2019
Published online: 27 Jul 2021 *

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