The Mediating Role of Brand Perception in Shaping the Relationship Between Antecedents of Marketing Activities and Consumer Purchase Intention
Dr Kota Neela Mani Kanta
, Dr Vijetha Jadda , Dr. N. Visalakshi , Jitendra Gowrabhathini , M. Vikram Kumar
brand perception, purchase intention, marketing antecedents, marketing management
Aim/Purpose: -The aim of the descriptive research study was to know the impact of brand perception in relationship between antecedents of marketing activities and purchase intention of consumers. In the dynamic landscape of contemporary marketing understanding the intricate interplay between the various influencing factors of consumer behaviour and understanding the mediating role of brand perception is essential. It is essential to enhance the consumer perceptions and to stimulate the purchase intentions. Research Methodology/Design/Approach: - Designed a closed ended structured questionnaire google survey sheet to collect the data from various respondents with appropriate sample size with convenience sampling technique of non-probability statistics. Findings: - the outcome of the research witnessed that the maximum number of antecedents have shown significant (P<.000) relationship with the brand perception and purchase intention. Almost, all the standardized beta coefficients have shown significant relationship. The measurements of the model GFI, AGFI, NFI, TLI, NFI, CFI are >.80. The RMSEA<.08. Statistical Techniques: - Applied both descriptive and inferential statistics include: Mean, SD, Regression, Factor Analysis, Structural Equation Modelling (SEM) Analysis. Research limitations/implications: - The research has given many insights to the academicians and scholars. However, it considered few antecedents to measure the purchase intention and the accuracy of the model can be enhanced by introducing other factors. Originality/Value: - The developed model is unique as it included three different constructs with different variables. The model has not been adapted from any other sources. Generalizability: - The outcome of the research can be generalized under any circumstances where need arises to assess the customer purchase intention with the help of brand perception and antecedents of marketing.
"The Mediating Role of Brand Perception in Shaping the Relationship Between Antecedents of Marketing Activities and Consumer Purchase Intention", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.9, Issue 5, page no.531 - 542, May-2024, Available :https://ijsdr.org/papers/IJSDR2405076.pdf
Volume 9
Issue 5,
May-2024
Pages : 531 - 542
Paper Reg. ID: IJSDR_211314
Published Paper Id: IJSDR2405076
Downloads: 000347432
Research Area: Management
Country: Nellore, Andhra Pradesh, India
ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: IJSDR(IJ Publication) Janvi Wave
