Proceedings of the 10th International Academic Conference, Vienna

THE RELATIONSHIP BETWEEN PURCHASE INTENTION AND PRODUCT INVOLVEMENT: THE ROLE OF BRAND ATTITUDE AS A MEDIATOR ON THIS RELATIONSHIP

ADNAN BUTT

Abstract:

This study tests the relationship between the product involvement (Pd. Inv) and purchase intention (PI) and the mediating role of Brand Attitude (BA) in the relationship between Product Involvement (Pd. Inv) and Purchase Intention (PI) by using a sample of 450 people. With reference to previous studies it has been observed that there is a strong relationship between Pd. Inv and Purchase Intention (PI), while a positive relationship is also found in Pd. Inv and Brand Attitude (BA). The researcher tries to find out the nature of the relationship between Brand Attitude (BA) and Purchase Intention (PI) and whether Brand Attitude (BA) mediates the relationship between Pd. Inv and Purchase Intention (PI) or not. A CFA test is performed to develop the model by using AMOS 18. The results of the study suggest that the relationship between the Pd. Inv and Purchase Intention (PI) is insignificant which is contrary to the results of the previous finding but it is found that Brand Attitude (BA) has a positive mediation effect on this relationship. It shows that when both the variables, Product Involvement and Brand Attitude (BA), are taken in consideration together Product Involvement would have a significant impact on the Purchase Intention (PI). It is also found that there is a significant relationship between Brand Attitude (BA) and Purchase Intention.

Keywords: Product Involvement, Purchase Intention, Mediation and Brand Attitude

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