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Exploring the impact of brand awareness, brand loyalty and brand attitude on purchase intention in online shopping

Author

Listed:
  • Lesedi Machi

    (University of the Witwatersrand)

  • Phindulo Nemavhidi

    (University of the Witwatersrand)

  • Tinashe Chuchu

    (University of the Witwatersrand)

  • Brighton Nyagadza

    (Marondera University of Agricultural Sciences & Technology)

  • Marike Venter de Villiers

    (University of the Witwatersrand)

Abstract

The aim of the study is to explore the impact of brand awareness, brand loyalty and brand attitude on purchase intention in online shopping. The study was quantitative in nature adopting the survey method. Due to the absence of a sampling frame, convenience sampling, a form of non-probability sampling was utilised a total of 253 responses well collected from Braamfontein, a busy business district in Johannesburg, South Africa. In order to test the proposed hypotheses, a unique conceptual model was developed in which brand awareness, brand loyalty, and brand attitude acted as predictors while purchase intention served as the outcome. Data analysis was conducted in SPSS 27 where descriptive statistics were produced as well as regression analysis to test the proposed hypothesis. Findings suggested that customers perceived brand attitude to have the strongest impact on purchase intention while the weakest predictor of purchase intention was brand awareness as far as online purchasing was concerned. Managerial implications emerged from the study and suggestions for further research were proposed. Key Words:Brands, awareness, loyalty, attitude, purchase intention, online shopping

Suggested Citation

  • Lesedi Machi & Phindulo Nemavhidi & Tinashe Chuchu & Brighton Nyagadza & Marike Venter de Villiers, 2022. "Exploring the impact of brand awareness, brand loyalty and brand attitude on purchase intention in online shopping," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(5), pages 176-187, July.
    • Handle: RePEc:rbs:ijbrss:v:11:y:2022:i:5:p:176-187
    DOI: 10.20525/ijrbs.v11i5.1841
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    References listed on IDEAS

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    1. Medina-Molina, Cayetano & Rey-Moreno, Manuel & Periáñez-Cristóbal, Rafael, 2021. "Analysis of the moderating effect of front-of-pack labelling on the relation between brand attitude and purchasing intention," Journal of Business Research, Elsevier, vol. 122(C), pages 304-310.
    2. Kostyra, Daniel S. & Reiner, Jochen & Natter, Martin & Klapper, Daniel, 2016. "Decomposing the effects of online customer reviews on brand, price, and product attributes," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 11-26.
    3. Barari, Mojtaba & Ross, Mitchell & Surachartkumtonkun, Jiraporn, 2020. "Negative and positive customer shopping experience in an online context," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
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