Leiden University Student Repository

IJtsma, Kiki (2021)

The influence of brand morality and competence on consumers’ brand attitudes and purchase intentions: The mediating role of brand trust

Master thesis | Psychology (MSc)

Understanding how consumers perceive brand traits may help organizations enhance their positioning strategy and marketing. Previous research shows that personality traits are important in predicting social perception and behavior. This study (n = 216) aims to better understand the effect of brand morality and competence on brand attitude and purchase intentions, using an online survey with an experimental design. The findings showed that brand morality has a stronger effect than brand competence on brand attitude and purchase intentions. Previous research also shows the importance of brand trust in predicting consumers’ perceptions. Therefore, the mediation of trust in the relation between the traits and brand attitude and purchase intentions is investigated. The results show that trust is related to brand attitude and purchase intentions. Also, brand trust mediates the relationship between morality and brand attitude and purchase intentions, as well as the relationship between...Show moreUnderstanding how consumers perceive brand traits may help organizations enhance their positioning strategy and marketing. Previous research shows that personality traits are important in predicting social perception and behavior. This study (n = 216) aims to better understand the effect of brand morality and competence on brand attitude and purchase intentions, using an online survey with an experimental design. The findings showed that brand morality has a stronger effect than brand competence on brand attitude and purchase intentions. Previous research also shows the importance of brand trust in predicting consumers’ perceptions. Therefore, the mediation of trust in the relation between the traits and brand attitude and purchase intentions is investigated. The results show that trust is related to brand attitude and purchase intentions. Also, brand trust mediates the relationship between morality and brand attitude and purchase intentions, as well as the relationship between competence and brand attitude and purchase intentions.Show less

competence

morality

brand attitude

purchase intentions

and brand trust

Author

IJtsma, Kiki

Faculty

Faculty of Social & Behavioural Sciences

Specialisation

Economic and Consumer Psychology

Supervisors

Wirtz, C.
van der Weiden, A.

ECTS Credits

20

Language

en