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Issue: June 2024

Volume 9 | Issue 6

Impact factor: 8.15

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Paper Title: The Mediating Role of Brand Perception in Shaping the Relationship Between Antecedents of Marketing Activities and Consumer Purchase Intention
Authors Name: Dr Kota Neela Mani Kanta , Dr Vijetha Jadda , Dr. N. Visalakshi , Jitendra Gowrabhathini , M. Vikram Kumar
Unique Id: IJSDR2405076
Published In: Volume 9 Issue 5, May-2024
Abstract: 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.
Keywords: brand perception, purchase intention, marketing antecedents, marketing management
Cite Article: "The Mediating Role of Brand Perception in Shaping the Relationship Between Antecedents of Marketing Activities and Consumer Purchase Intention", International Journal of Science & Engineering Development Research (www.ijsdr.org), ISSN:2455-2631, Vol.9, Issue 5, page no.531 - 542, May-2024, Available :http://www.ijsdr.org/papers/IJSDR2405076.pdf
Downloads: 000342048
Publication Details: Published Paper ID: IJSDR2405076
Registration ID:211314
Published In: Volume 9 Issue 5, May-2024
DOI (Digital Object Identifier):
Page No: 531 - 542
Publisher: IJSDR | www.ijsdr.org
ISSN Number: 2455-2631

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