The Mediating Role of Brand Commitment in the Relationship Between Brand Trust and Brand Loyalty

The consumer behavior can be measured by the prospective user’s intention since user’s intention is considered as a determinant factor of user’s behavior of any product of an organization. By studying the factors, how consumers purchase behavior towards a particular product like mobile phone act needs to be investigated in details to identify the issue concerned. Thus, this research aims to understand the role of brand image on smartphone acting towards consumer purchasing behavior and the mediating effect of consumer behavior in relation to brand loyalty. The study is a cross-sectional type used a quantitative approach where 424 representative samples were considered for data collection and gathered through a pre-tested structured questionnaire covering different sites of Dhaka city in Bangladesh. Along with the descriptive statistics, statistical analyses on brand image against purchasing behavior was made and analyzed the independent relationship through mediating factors for the relationship between purchasing choice and brand satisfaction. The study results showed that the respondent’s preferred foreign branded mobile phone over the local ones. The analysis on brand image against purchasing behavior initially reflected the relationship between the brand image and various factors while choosing the branded mobile phones including indicated that relationship of mediated by some purchasing behaviors. The study concluded that there are other related issues which can play as dominant factors to choose the mobile phone prior to the respondents’ purchasing behavior. The study recommended that future research might be undertaken to make a qualitative approach to acquire more in-depth information with the real scenarios.