چکیده مقاله
Brand trust and engagement are key factors in shaping customers’ purchase intention This study aimed to examine the impact of brand trust and engagement on customers’ purchase intention and to compare the perspectives of managers and consumers Data were collected through questionnaires from 357 customers and 45 managers, and the analyses included Cronbach’s alpha, descriptive statistics, multiple linear regression, and independent t tests for mean comparison The results indicated that brand trust and engagement have a significant positive effect on customers’ purchase intention Additionally, managers rated the level of brand trust and engagement higher than customers’ actual perceptions These findings highlight the importance of aligning managerial perceptions with actual customer experiences for designing effective marketing strategies and emphasize that managers should consider direct customer feedback in branding decisions
کلیدواژهها
نویسندگان
Mohammadghaem Mohammdi
Bachelor of Business Administration, Faculty of Management and Accounting, Bu Ali Sina University, Hamedan, Iran
Amirreza Asadimoayed
Bachelor of Business Administration, Faculty of Management and Accounting, Bu Ali Sina University, Hamedan, Iran
Aliakbar Abbaspour
Bachelor of Business Administration, Faculty of Management and Accounting, Bu Ali Sina University, Hamedan, Iran
شیوه ارجاع
Mohammdi, Mohammadghaem and Asadimoayed, Amirreza and Abbaspour, Aliakbar,1404,The effect of trust and brand engagement on purchase intention (Case Study: Clothing Industry),1St International conference on new horizons in management,business, economics and humanities
ارائهشده در
مجموعه مقالات اولین کنفرانس بین المللی افق های نوین در مدیریت، تجارت، اقتصاد و علوم انسانی10 آذر 1404