Strategic Branding and Consumer Purchase Intention: An Empirical Analysis of the Mediating Role of Brand Image

Strategic Branding; Consumer Purchase Intention; Brand Image; Branding Strategy; PLS-SEM; Consumer Behavior; Brand Management.

In today's fiercely competitive environment, strategic branding has emerged as an essential organization strategy for shaping consumer behaviour and gaining sustainable competitive advantages. This study investigates the impact of strategic branding on the purchase intention of customers, using the brand image as the mediator. The research design used was the quantitative research design and the data collected was the primary data which were obtained through the structured questionnaire from 485 consumers in Tiruchirappalli, Tamil Nadu. Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS software was used to analyze the collected data. The reliability and convergent validity of the measurement model were satisfactory, and the model fit of the structural model was good. The results indicated a high and positive relation between strategic branding and brand image and purchase intention. In addition, the image of the brand plays a significant role in determining the intention of consumers to buy and it partially mediates between strategic branding and consumer buying intention. Results indicated that the organizations can be more powerful in building consumers' purchasing intent by adopting effective branding strategy to increase positive brand perception and emotional relationship. The study adds to the literature of branding and consumer behavior by confirming the mediating role of brand image and gives practical applications for those who are interested in enhancing the performance of their brands and customer acquisition by designing and implementing a good branding strategy.