Impact of Brand Image on Consumer Purchase Intention with Mediating Effect of Trust and Moderating Effect of E-Wom: Empirical Evidence From Apparel Sector of Pakistan

Abstract

This study investigates the relationship between brand image, trust, e-WOM and purchase intention in apparel sector of Pakistan. This study has considered brand imageas independent variable, trust as mediating variable, e-WOM as moderating variable and purchase intention as dependent variable. However, apparel sector of Pakistan has been the sector chosen to investigate the relationship between variables mentioned above. Quantitative research method was used as primary data was collected through adoptive structured questionnaire based on 5 Likert scale. The responses were recorded from 250 respondents (customers associated with apparel sector of Pakistan) through convenience sampling technique. Responses recorded were analyzed through statistical tests such as correlation, regression, mediation and moderation analysis by using SPSS Software. The results indicate that brand imagepositivelyimpacts trust, brand image positively impacts purchase intention, and trust positively impacts purchase intention in apparel sector of Pakistan. Whereas, the relationship between brand image and purchase intention is significantly mediated by trust. However, relationship between trust and purchase intention is significantly moderated by e-WOM in apparel sector of Pakistan.