The Mediating Role of Brand Attitude in the Effect of Brand Credibility on Brand Purchase Intention

Creative Commons License

Saydan R., Çelik Z.

4th International Conference on Scientific and Academic Research, Konya, Türkiye, 19 - 20 Temmuz 2024, ss.703-708

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Basıldığı Şehir: Konya
  • Basıldığı Ülke: Türkiye
  • Sayfa Sayıları: ss.703-708
  • Van Yüzüncü Yıl Üniversitesi Adresli: Evet

Özet

The aim of this study is to examine whether brand attitude plays a significant mediating role in the effect of brand credibility on brand purchase intention. A survey was developed for the aim of the study. Data were collected from 180 people through face-to-face survey. SPSS and Process Macro were used to analyses the data obtained. The results of the statistical analyses show that brand attitude plays a significant mediating role in the effect of brand credibility on brand purchase intention. In other words, through the mediating role of brand attitude, brand credibility is found to have an indirect, significant and positive effect on brand purchase intention. In addition, the results show that brand credibility has a direct significant and positive effect on both brand attitude and brand purchase intention, while the direct positive effect of brand attitude on brand purchase intention is also significant. The study includes a discussion of the results.