ManuScript Details
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Paper Id:
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IJGRD1037
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Title:
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BRAND IMAGE AND PURCHASE INTENTION IN THE PACKAGED FOOD INDUSTRY: BRAND TRUST AS A MEDIATOR
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| Published in: |
International Journal of Global Research and Development |
| Publisher: |
IJGRD |
| ISSN: |
3139-7093 |
| Volume / Issue: |
Volume 1 Issue 4 |
| Pages: |
12
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| Published On: |
10/16/2026 8:19:00 AM (MM/dd/yyyy) |
Main Author Details
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Name:
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Dr.Ranjith Somasundaran Chakkambath |
| Institute: |
AMITY KOCHI |
Co - Author Details
| Author Name |
Author Institute |
| M. Srinaya |
AMITY KOCHI |
| Lakshmi C.S. |
AMITY KOCHI |
Abstract
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Research Area:
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Business and Marketing |
| KeyWord: |
Brand Image, Brand Trust, Purchase Intention, Packaged Food Industry, Mediation Analysis |
| Abstract: |
This study examines the influence of brand image on consumers’ purchase intention in the packaged food industry, with brand trust as a mediating variable, focusing on consumers in Ernakulam district, Kerala. A quantitative descriptive research design was adopted to examine the relationships among the study variables. Primary data were collected from 160 consumers of branded packaged food products using a structured questionnaire based on a five-point Likert scale. Convenience sampling was employed for data collection, and the responses were analysed using SPSS. Correlation, regression, and mediation analyses were conducted to examine the proposed relationships and the mediating role of brand trust. The findings indicate that brand image positively influences brand trust and consumers’ purchase intention. Brand trust also contributes positively to purchase intention, highlighting its importance in consumer decision-making. The mediation findings further indicate that brand trust acts as an important mechanism through which brand image influences purchase intention. The study suggests that a favourable and consistent brand image can strengthen consumer trust and encourage purchase decisions. The findings provide useful implications for packaged food marketers to focus on product quality, transparent communication, brand credibility, and trust-building strategies to strengthen consumer relationships and support long-term competitiveness. |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Dr.Ranjith Somasundaran Chakkambath, M. Srinaya, Lakshmi C.S., "BRAND IMAGE AND PURCHASE INTENTION IN THE PACKAGED FOOD INDUSTRY: BRAND TRUST AS A MEDIATOR", International Journal of Global Research and Development,
vol. 1, no. 4, pp. 45-56, 2026.
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MLA
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Dr.Ranjith Somasundaran Chakkambath, M. Srinaya, Lakshmi C.S. "BRAND IMAGE AND PURCHASE INTENTION IN THE PACKAGED FOOD INDUSTRY: BRAND TRUST AS A MEDIATOR." International Journal of Global Research and Development,
vol 1, no. 4, 2026, pp. 45-56.
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APA
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Dr.Ranjith Somasundaran Chakkambath, M. Srinaya, Lakshmi C.S. (2026). BRAND IMAGE AND PURCHASE INTENTION IN THE PACKAGED FOOD INDUSTRY: BRAND TRUST AS A MEDIATOR. International Journal of Global Research and Development,
1(4), 45-56.
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BRAND IMAGE AND PURCHASE INTENTION IN THE PACKAGED FOOD INDUSTRY: BRAND TRUST AS A MEDIATOR
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