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

Lesedi  Machi; Phindulo  Nemavhidi; Tinashe Chuchu; Brighton  Nyagadza; Marike  Venter de Villiers

doi:10.20525/ijrbs.v11i5.1841

Authors

Lesedi Machi University of the Witwatersrand
Phindulo Nemavhidi University of the Witwatersrand https://orcid.org/0000-0003-0488-4133
Tinashe Chuchu University of the Witwatersrand https://orcid.org/0000-0001-7325-8932
Brighton Nyagadza Marondera University of Agricultural Sciences & Technology https://orcid.org/0000-0001-7226-0635
Marike Venter de Villiers University of the Witwatersrand

DOI:

https://doi.org/10.20525/ijrbs.v11i5.1841

Keywords:

Brands, awareness, loyalty, attitude, purchase intention, online shopping

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.

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