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





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


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.


Download data is not yet available.


Aaker, D.A., (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.

Adi, P.H., Wihuda, F. & Adawiyah, W.R. (2017). The role of social media browsing intention for behavioral outcomes of young consumers. Trziste Market, 29(1), 39. https://doi.org/10.22598/mt/2017.29.1.39.

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckmann (Eds.), Action-control: From cognition to behavior (1l-39). Heidelberg: Springer.

An, L., Han, Y. & Tong, L. (2016). Study on the Factors of Online Shopping Intention for Fresh Agricultural Products Based on UTAUT2. Advances in Engineering Research, 303-306. https://dx.doi.org/10.2991/itoec-16.2016.57.

Athapaththu, J.C. & Kulathunga, K.M.S.D. (2018). Factors affecting online purchase intention: A study of Sri Lankan online customers. Available at:http://dr.lib.sjp.ac.lk/handle/123456789/8542. [Accessed 6 April 2021].

Barari, M., Ross, M. & Surachartkumtonkun, J. (2020). Negative and positive customer shopping experience in an online context. Journal of Retailing and Consumer Services, 53. https://doi.org/10.1016/j.jretconser.2019.101985.

Barreda, A.A., Bilgihan, A., Nusair, K. & Okumus, F. (2015). Generating brand awareness in online Social Networks. Computers in Human Behavior, 50, 600–609. http://dx.doi.org/10.1016/j.chb.2015.03.023.

Bebber, S., Milan, G.S., De Toni, D., Eberle, L. & Slongo, L.A. (2017). Antecedents of purchase intention in the online context. Journal of Relationship Marketing, 16(1), 82-98. https://doi.org/10.1080/15332667.2016.1242396.

Chininga, T., Rungani, E., Chiliya, N., & Chuchu, T. (2019). Facebook Communication and Marketing Influence on Decision-Making and Choice of University Student Representatives: A Student's Perspective. Romanian Journal of Communication & Public Relations, 21(2), 7-21.

Chinomona, R. & Maziriri, E.T. (2017). The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: a case of male consumers for cosmetic brands in South Africa. Journal of Business and Retail Management Research, 12(1), 143-154.

Chuchu, T. & Ndoro, T. (2019). An examination of the determinants of the adoption of mobile applications as learning tools for higher education students. International Journal of Interactive Mobile Technologies, 13(3), 53–67. https://doi.org/10.3991/ijim.v13i03.10195

Dabholkar, P. (1996). Consumer evaluations of new technology-based self-service options: An investigation of alternative modes of service quality. International Journal of Research in Marketing, 13 (1), 29-51. https://doi.org/10.1016/0167-8116(95)00027-5

Darma, S., Wijaya, A. & Darma, D.C. (2020). Different Tests for the Existence of Agricultural Cooperatives in Indonesia: Before and After COVID-19. Asia Life Sciences, 10(3), 615-628. https://doi.org/10.1186/s40100-017-0075-z.

Do, T., Nguyen, T. & Nguyen, C. (2019). Online Shopping in an Emerging Market. Journal of Economics and Management Sciences, 2 (2), 1-10. https://doi.org/10.30560/jems.v2n2p1.

Duarte, P., Costa e Silva, S., & Ferreira, M. B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, 161-169. https://doi.org/10.1016/j.jretconser.2018.06.007

Ghahtarani, A., Sheikhmohammady, M., & Rostami, M. (2020). The impact of social capital and social interaction on customers’ purchase intention, considering knowledge sharing in social commerce context. Journal of Innovation & Knowledge, 5(3), 191-199. https://doi.org/10.1016/j.jik.2019.08.004

Hsu, C. L., Yu, L. C., & Chang, K. C. (2017). Exploring the effects of online customer reviews, regulatory focus, and product type on purchase intention: Perceived justice as a moderator. Computers in Human Behavior, 69, 335-346. https://doi.org/10.1016/j.chb.2016.12.056

Ibzan, E., Balarabe, F., & Jakada, B. (2016). Consumer satisfaction and repurchase intentions. Developing country studies, 6(2), 96-100.

Kostyra, D. S., Reiner, J., Natter, M., & Klapper, D. (2016). Decomposing the effects of online customer reviews on brand, price, and product attributes. International Journal of Research in Marketing, 33(1), 11-26. https://doi.org/10.1016/j.ijresmar.2014.12.004

Ladhari, R., Gonthier, J., & Lajante, M. (2019). Generation Y and online fashion shopping: Orientations and profiles. Journal of retailing and Consumer Services, 48, 113-121. https://doi.org/10.1016/j.jretconser.2019.02.003

Latif, W. B., Islam, M. A., & Noor, I. M. (2014). Building brand awareness in the modern marketing environment: A conceptual model. International Journal of Business and Technopreneurship, 4(1), 69-82.

Law, M., Kwok, R. C. W., & Ng, M. (2016). An extended online purchase intention model for middle-aged online users. Electronic Commerce Research and Applications, 20, 132-146. https://doi.org/10.1016/j.elerap.2016.10.005

Liao, T. H. (2017). Online shopping post-payment dissonance: Dissonance reduction strategy using online consumer social experiences. International Journal of Information Management, 37(6), 520-538. https://doi.org/10.1016/j.ijinfomgt.2017.03.006

Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors influencing online shopping behavior: the mediating role of purchase intention. Procedia economics and finance, 35, 401-410. https://doi.org/10.1016/S2212-5671(16)00050-2

Mahmud, A. S., Dwivedi, Y. K., Kumar, V., Davies, G., Rana, N., & Baabdullah, A. (2019). Purchase intention in an electronic commerce environment. Information Technology & People, 32(6), 1345-1375.

Makhitha, K. M., Van Scheers, L., & Mogashoa, C. (2019). Which consumer attributes influence South African consumers to shop online. Journal of Business and Retail Management Research, 13(4), 312-325.

Medina-Molina, C., Rey-Moreno, M., & Periáñez-Cristóbal, R. (2021). Analysis of the moderating effect of front-of-pack labelling on the relation between brand attitude and purchasing intention. Journal of Business Research, 122, 304-310. https://doi.org/10.1016/j.jbusres.2020.08.062

Melovi?, B., Šehovi?, D., Karadži?, V., Dabi?, M., & ?irovi?, D. (2021). Determinants of Millennials' behavior in online shopping–Implications on consumers’ satisfaction and e-business development. Technology in society, 65, 101561.

Mpinganjira, M. (2015). An investigation of perceived service quality in online shopping: A hierarchical approach. Journal of Applied Business Research (JABR), 31(1), 115-130. https://doi.org/10.19030/jabr.v31i1.9050

Othman, A. S., Chowdhury, I. A., Bo, Y., Omar, A. R. C., & Osman, L. H. (2015). Key drivers of customer loyalty in online banking. Annals of Management Science, 4(1), 89-110.

Pebriani, W. V., Sumarwan, U., & Simanjuntak, M. (2018). The effect of lifestyle, perception, satisfaction, and preference on the online re-purchase intention. Independent Journal of Management & Production, 9(2), 545-561.

Rita, P., Oliveira, T. & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5. https://doi.org/10.1016/j.heliyon.2019.e02690.

Saragih, H. (2019). Co-creation experiences in the music business: a systematic literature review. Journal of Management Development, 38(6), 464-483. https://doi.org/10.1108/JMD-11-2018-0339

Selvakumar, J. J., & Raghavan, N. R. (2017). Influence of lifestyle and attitude on online shopping. Asia Pacific Journal of Research, 1(55), 24-30.

Shim, S. I., Forsythe, S., & Kwon, W. S. (2015). Impact of online flow on brand experience and loyalty. Journal of electronic commerce research, 16(1), 56-71.

South African Council of Shopping Centres. (2016). Online vs In-store shopping: convenience, experience, price. [Online]. Available at: http://urbanstudies.co.za/wp-content/uploads/2016/11/SACSC-Research-Report-Urban-Studies-Online-VS-In-Store-Sho...-2.pdf. [Accessed 10 April 2021].

Statista. (2021). Digital Markets: eCommerce-South Africa. [Online]. Available at: https://www.statista.com/outlook/dmo/ecommerce/south-africa. [Accessed 6 April 2021].

Venter de Villiers, M., Chinomona, R. & Chuchu, T., (2018). The influence of store environment on brand attitude, brand experience and purchase intention. South African Journal of Business Management, 49(1), 1-8. https://doi.org/10.4102/sajbm.v49i1.186

Wedzerai, A. G., Chiliya, N., Chuchu, T., & Ndoro, T. (2020). An application of internal marketing for sustainable competitive advantage in Johannesburg construction firms. African Journal of Business and Economic Research, 15(1), 185-202.https://doi.org/10.31920/1750-4562/2020/15n1a8

Yu, U. J., Cho, E., & Johnson, K. K. (2017). Effects of brand familiarity and brand loyalty on imagery elaboration in online apparel shopping. Journal of Global Fashion Marketing, 8(3), 193-206. https://doi.org/10.1080/20932685.2017.1284603

Zablocki, A., Schlegelmilch, B., & Houston, M. J. (2019). How valence, volume and variance of online reviews influence brand attitudes. AMS Review, Springer; Academy of Marketing Science, 9(1), 61-77. https://doi.org/10.1007/s13162-018-0123-1




How to Cite

Machi, L. ., Nemavhidi, P. ., Chuchu, T., Nyagadza , B. ., & Venter de Villiers, M. . (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), 11(5), 176–187. https://doi.org/10.20525/ijrbs.v11i5.1841



Strategic Approach to Business Ecosystem and Organizational Development