Title: Effect of Brand Awareness on Purchase Intention: Moderated Role of Brand Trust
Authors: Muzamil Mohib ,Shermen Shoaib, Mehwish Rizwan, Tabinda Rasheed
Volume: 9
Issue: 6
Pages: 19-28
Publication Date: 2025/06/28
Abstract:
Brand awareness plays a crucial role in influencing consumer behavior, especially in competitive markets where consumers are faced with a multitude of choices. However, its direct impact on purchase intentions has been questioned in recent studies. This study investigates the impact of brand awareness on consumers' attitudes and purchase intentions, focusing on the moderating role of trust. Using quantitative research design, data were conveniently collected from 204 online consumers who had purchased Nestle products in the last 2 years. Concerning the research methodology, the study adopts a moderated mediated model to show how brand trust mediates the relationship between consumer and purchase intentions under digital conditions. This study shows that brand awareness does not increase purchase intention. Instead, it creates a positive consumer attitude towards the Brand, contributing to purchase intentions when moderated by brand trust. Therefore, the research implies that brand trust plays a key moderating role in young people's consumer attitudes and purchase intentions. The research can be beneficial for various enterprises in an attempt to understand how brand trust and brand awareness can be triggered through communicating with consumers through online frameworks to foster the right attitudes for purchasing specific products. Theoretically and practically, the relevance and application are explained, which recall the significance of trust initiatives in advertising communication to increase market impact on brands in the new generation. These results indicate that, while brand awareness does not translate directly into an increased intention to purchase, it does foster a favorable attitude toward the brand which impacts purchase intention when brand trust is present.