Influence of Brand Trust, Brand Image and Brand Parity on Purchase Intent of Product Brands Among Its Consumers

In today’s post-modern era, Brands significantly play an important role in consumer decision making across categories. This paper aimed at examining how brand trust, brand image and brand parity have an influence on brand purchase intent. The researcher has attempted to validate through real Brands from the portfolio of an indigenous Corporate Brand, Dabur India Ltd. This century old Brand has been in news recently for successfully defending the market position, primarily due to Brand image & Trust. A quantitative method using PLS-SEM was employed to test the relationships among the hypothesized constructs. A structured questionnaire consisting of validated scales for brand trust, brand image and brand parity and brand purchase intent was administered to a sample of 300 consumers of Dabur. The results of this study showed that brand trust, brand image and brand parity have a significant influence on brand purchase intent. The results of this empirical study provided fruitful implications to marketers, academicians, practitioners as well as policy makers. This study makes a significant contribution to the brand management literature by systematically examining the influence of brand trust, brand image and brand parity on brand purchase intent. On the practitioners’ side, this study therefore submits that brand managers for companies ought to concentrate on strategies that enhance purchase intent in the fiercely competitive marketplace. This study also supports the management on evidence-based Business decision for investment in Brand building.