An assessment of Mediating Role of Consumer Attitude, Perceived Control Behavior, and Subjective Norms on Brand Image and Consumer Buying Behavior

Abstract

This study aimed to investigate the mediating impact of consumer attitude, perceived control behavior, and subjective norms on the relationship between brand image and consumer buying behavior in the textile industry in Haryana. A quantitative research approach was employed, utilizing a cross-sectional survey method. A sample of 350 consumers from the textile industry in Haryana was selected using random sampling techniques to ensure representativeness. Structured questionnaires were administered to collect data on participants' perceptions of brand image, consumer attitude, perceived control behavior, subjective norms, and buying behavior. Statistical analyses, including mediation analysis, were conducted to examine the relationships between variables and assess mediating effects. The findings revealed significant relationships between brand image, consumer attitude, perceived control behavior, subjective norms, and buying behavior. Consumer attitude, perceived control behavior, and subjective norms were found to mediate the relationship between brand image and buying behavior. The study implications suggest the importance of considering these mediating factors in marketing strategies within the textile industry in Haryana. Future research could explore additional variables and extend the study to different industries or geographical regions to enhance understanding and applicability