Linkages between brand parity, coupon proneness, sales proneness, brand trust and purchase decision involvement: an empirical check
by Preshth Bhardwaj; Gopal Das; Arpita Khare
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 6, No. 3, 2015

Abstract: The paper is an effort to investigate the linkages between brand parity, coupon proneness, sales proneness, brand trust and purchase decision involvement in Indian retailing context. Structured questionnaire with mall-intercept sampling technique was used to collect data from National Capital Region, India. Out of 679 returned questionnaires, 652 were found usable for data analysis. Multivariate statistical technique like structural equation modelling was used to analyse the data. The results reveal that brand parity, coupon proneness, and sales proneness have positive impact on brand trust. The results also reveal that brand parity, sales proneness and brand trust positively influence purchase decision involvement. The discussion, implications for theory and practice and limitations for future studies are discussed.

Online publication date: Fri, 24-Jul-2015

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