Title: The brand semiotics effect on intention to purchase considering the role of brand experience dimensions and brand trust

Authors: Nastaran Khaleghi; Reza Rostamzadeh

Addresses: Department of Management, Urmia Branch, Islamic Azad University, Urmia, Iran ' Artificial Intelligence, Automation, Big Data Research Center, Urmia Branch, Islamic Azad University, Urmia, Iran

Abstract: In recent times, marketers have shown increasing interest in utilising brand semiotics to shape their brand strategies. Consequently, the purpose is to bridge the existing knowledge gap by investigating the brand semiotics impact on intention to purchase. It further explores the mediating effects of brand experience (BE) dimensions and brand trust (BT) in the context of Refah chain stores located in Tabriz, East Azerbaijan. A survey used a questionnaire to collect information, targeting 384 customers who were selected using stratified sampling. Structural equation modelling (SEM) was utilised to assess the theoretical model and test the research hypotheses. The findings of the study revealed that brand semiotics significantly influences both BE and purchase intention (PI). Moreover, the results showed that having a good experience with a brand is closely linked to trust, and trust plays a big role in deciding whether someone will buy from that brand or not. In addition, the mediation analysis demonstrated that BE acts as a mediator between brand semiotics and BT, while BT mediates BE and PI.

Keywords: brand semiotics; purchase intention; PI; brand trust; BT; brand experience; BE.

DOI: 10.1504/IJECRM.2024.142414

International Journal of Electronic Customer Relationship Management, 2024 Vol.14 No.3/4, pp.207 - 232

Received: 30 Dec 2023
Accepted: 03 Apr 2024
Published online: 30 Oct 2024 *

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