Title: The mediating effect of perceived usefulness and brand attitude in relationship between consumer-brand metrics

Authors: Gursimranjit Singh; Maninder Singh

Addresses: Department of Marketing, Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India ' Department of Management Studies, Amritsar College of Engineering and Technology, Amritsar, Punjab, India

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.

Keywords: brand awareness; brand attitude; perceived usefulness; purchase intention; smartphones.

DOI: 10.1504/IJBIR.2020.10030850

International Journal of Business Innovation and Research, 2022 Vol.27 No.1, pp.61 - 75

Received: 03 Jul 2019
Accepted: 09 Jan 2020
Published online: 19 Jan 2022 *