THE INFLUENCE OF BRAND awareness, BRAND ASSOCIATION, BRAND TRUST, BRAND IMAGE TOWARDS CONSUMERS PURCHASE INTENTION

Abstract

Purpose: The goal ofthis study is to learn about consumers' attitudes and behavior purchase intentions concerning, as well as what factors motivate them to incorporate this idea into their daily lives in various ways. Methodology & Design: When it comes to research design, there are two main types: correlational design and causal design. The correlational design seeks to draw attention to the relationship and association between conceptually related variables. Therefore, Partial Least Square (PLS) has been used in the study. Findings: The findings demonstrate that each independent variable of perceived value has a favourable effect on consumers' purchase intention towards a brand, which is the dependent variable, because each ofthem has a Sig. P value lessthan 0.05. Additionally, because each ofthese independent variables has a Sig. P value less than 0.001, they all have an effect on consumers' behavioural intention to purchase, which is the dependent variable. Limitations: The study's findings were limited to brand assoication, trust to customers only, because it is hard to predict a customer's impulsive behavior in every industry, Recommendations: From a management aspect, the insights may aid managers in better engaging youthful consumers. Managers may be better able to understand the views ofyoung clients and address them more appropriately.