Customer Trust and Perceived Knowledge leads to Purchase Intention Through the Lens of Attitude Towards Brand
Keywords:
Attitude Towards Brand, Customer Satisfaction, Purchase IntentionAbstract
The purpose of current study is to examine the mediating role of attitude towards brand for relationship of customer trust and perceived knowledge with purchase intention. In this regards, current study proposes three hypotheses of direct relationship, two hypotheses of mediation effects. Current research used the convenience sampling technique from 220 customers of branded cars. Results elucidates that perceived knowledge is better predictor of attitude towards brand as compare to customer trust. Hence, automobile companies deliver the apprise and operative knowledge to the customers that ultimately result in attitude towards brand. Likewise, attitude towards brand act as mediating variable for relation of customer trust and perceived knowledge with purchase intention. Results shows that all three hypotheses of direct relation are acknowledged. Results also indicates that two hypotheses of mediation are also accepted.