Theory of Reason Action to Determine the Mediating Role of Attitude Toward Brand

Purpose: The success or failure of an organization depends largely on the behavior of its customers towards its brand, which influences their intention to purchase. In this study, the researcher investigated the relationship between customers' lifestyle and their trust in a brand, and how this relates to their online purchase intentions. The study also examined how customers' attitudes towards the brand mediate this relationship. Methodology: The theoretical framework used was based on the theory of planned behavior, and data was collected through an online survey completed by 223 participants. Findings: The results showed that customers' lifestyle and trust in a brand have a direct impact on their online purchase intentions, and that attitude towards the brand partially mediates this relationship. The data was analyzed using SPSS and Smart PLS. Implications: Overall, these findings offer meaningful insights for telecom companies in Pakistan, enabling them to develop effective marketing strategies to augment their online sales.