Factors underlying brand trust for affecting brand love leading to customers' purchase intention in Indian hypermarkets

The present research study is directed towards customers who frequently visit a specific hypermarket brand's store as to what factors influence their brand trust. Further, the impact of these extracted brand trust factors is investigated with brand love as a mediator. For this purpose, CFA-SEM approach is applied to the sample size of 787 customers. This study proposes a conceptual framework for testing the relationship among the constructs related to brand trust, brand love, and purchase intention. The empirically validated model recommends the factors leading to brand trust and their impact on purchase intention with the mediation of brand love in hypermarket brand stores. This study shows the pivotal relationships between brand trust factors, brand love, and purchase intention. It helps to understand the influencing components for brand trust and the role of brand love to develop customers' purchase intention for their hypermarket brands in a better way.