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This study investigates the association between Brand Image, Attitude Toward Behaviour, and Purchase Intention within the Indian real estate sector. The research employs the Theory of Planned Behaviour (TPB) to examine the impact of brand image on purchase intention, with attitude toward behaviour serving as a mediating role. Data were gathered from 422 respondents. The collected data is inspected using Structural Equation Modeling (SEM hereafter) utilising JMP Software. The findings demonstrate that brand image has a substantial effect on purchase intention, both directly as well as indirectly, via attitude towards behaviour. The results emphasize the need to establish a robust brand image to cultivate favourable consumer perceptions and influence purchasing decisions, providing essential insights for real estate developers in a competitive landscape.

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The Mediating Role of Attitude Towards Behaviour Between Brand Image and Purchase Intention: Evidence from India’s Housing Market

  • 章节

  • 发表日期：

    2026年

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  • K. M. Kavya,
  • Shaeril Michael Almeida

摘要

This study investigates the association between Brand Image, Attitude Toward Behaviour, and Purchase Intention within the Indian real estate sector. The research employs the Theory of Planned Behaviour (TPB) to examine the impact of brand image on purchase intention, with attitude toward behaviour serving as a mediating role. Data were gathered from 422 respondents. The collected data is inspected using Structural Equation Modeling (SEM hereafter) utilising JMP Software. The findings demonstrate that brand image has a substantial effect on purchase intention, both directly as well as indirectly, via attitude towards behaviour. The results emphasize the need to establish a robust brand image to cultivate favourable consumer perceptions and influence purchasing decisions, providing essential insights for real estate developers in a competitive landscape.