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September 10, 2025IBT Journal of Business StudiesOpen Access

Buy or Not to Buy – The Paradigm; Understanding Correlation between Brand Perception and Brand Loyalty towards Consumer Buying Decision Process for University Students

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Authors

SRSyed Kashif Rafi

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Overview

This analysis reveals the role of brand perception and loyalty in driving consumer buying decisions, highlighting product quality influence.

Key Points

  • Product quality, customer service, and product innovation are crucial in motivating consumers' buying decisions.
  • Brand loyalty and brand perception significantly moderate the relationship between independent variables and buying decisions.
  • The study employed structural equation modeling to analyze data collected through Likert scale questionnaires.
  • Findings indicate that both direct and interaction effects of key factors shape consumer choices in a competitive marketplace.

Cite This Study

Syed Kashif Rafi (2024) studied this question.

synapsesocial.com/papers/68c2443bb210217d647aad8ahttps://doi.org/10.46745/ilma.jbs.2024.20.02.05
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