Elizabeth Emperatriz García-Salirrosas, Manuel Escobar-Farfán, Iván Veas-González, Jorge Alberto Esponda-Perez, Rodrigo Gallardo-Canales, Rodrigo Ruiz-Andia, Virginia Mercedes Fernandez-Daza, Rosa Fabiana Zabalaga-Davila
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引用次数: 0
Abstract
In the current consumer context, the trend towards a healthy lifestyle has significantly increased the demand for healthy foods. This study aims to identify the relationship between the brand image (BI) and purchase intention (PI) of these products and how variables such as perceived brand quality (BPQ) and brand satisfaction (BS) influence brand trust (BT) and brand loyalty (BL) in this relationship. The methodology includes a quantitative approach, using non-probability convenience sampling. Using an online survey, data were collected from 637 consumers. Analyses were performed using structural equation modeling (SEM-PLS). The results show no significant correlation between BI and PI, but BI significantly impacts BPQ, BS, BT, and BL. Furthermore, BPQ positively influences BS, BT, and BL, but it does not have a direct influence on PI. The findings suggest that a positive brand image satisfies consumers and generates long-term trust and loyalty. However, perceived quality does not always translate into purchase intention due to various barriers. Practical implications highlight the importance of building a strong and positive brand image to encourage demand for healthy products.
期刊介绍:
Foods (ISSN 2304-8158) is an international, peer-reviewed scientific open access journal which provides an advanced forum for studies related to all aspects of food research. It publishes reviews, regular research papers and short communications. Our aim is to encourage scientists, researchers, and other food professionals to publish their experimental and theoretical results in as much detail as possible or share their knowledge with as much readers unlimitedly as possible. There is no restriction on the length of the papers. The full experimental details must be provided so that the results can be reproduced. There are, in addition, unique features of this journal:
manuscripts regarding research proposals and research ideas will be particularly welcomed
electronic files or software regarding the full details of the calculation and experimental procedure, if unable to be published in a normal way, can be deposited as supplementary material
we also accept manuscripts communicating to a broader audience with regard to research projects financed with public funds