Quantitative analysis of brand trust, e-WoM, and reseller effects on purchase behavior in the frozen food sector, suggesting strategic marketing improvements.
Key Points
Brand trust significantly influences purchase behavior, mediating the impacts of perceived price and e-WoM.
Survey data from 120 consumers showed direct effects of e-WoM on purchasing, while brand awareness had no significant impact.
Structural equation modeling partial least squares (SEM-PLS) was utilized to analyze the data, providing robust insights into consumer behavior.
Findings emphasize the importance of strategic pricing and digital engagement to enhance brand trust and recovery of sales.