Brand Image and Behavioural Intentions: Mediating Role of Brand Equity and Brand Trust in the Herbal Industry.
- Resource Type
- Article
- Authors
- Oppong, Peter Kwasi; Owusu, Joseph; Ansah, Wilberforce Owusu; Mensah, John
- Source
- African Journal of Business & Economic Research. Dec2023, Vol. 18 Issue 4, p191-212. 22p.
- Subject
- *BRAND loyalty
*BRAND equity
*BRAND image
*STATISTICAL sampling
STRUCTURAL equation modeling
INTENTION
- Language
- ISSN
- 1750-4554
This paper aimed to examine the mediating roles of brand equity and brand trust in the brand image and behavioural intentions nexus in the herbal industry. A survey questionnaire was used to gather data from 265 consumers through systematic sampling. The hypotheses were validated via structural equation modelling with the aid of smart PLS 3. The results demonstrated that brand trust partially mediates the impact of brand image and brand equity on behavioural intentions. The research also revealed that the impact of brand image on brand trust is partially mediated by brand equity. The research, therefore, established that brand trust and equity are critical factors when building a brand image to enhance behavioural intentions in the herbal industry. [ABSTRACT FROM AUTHOR]