Analysing the impact of brand familiarity and brand attitude on purchase intention : a study among potential e-cabs users

Abstract

The aim of the study was to observe the effect of Brand Attitude and Brand Familiarity on Purchase Intention. The dissertation begins with the literature review, followed by the research methodology, the data analysis and results and the overall conclusion, which includes implications, limitations and future research. The brand chosen to carry out this study was eCABS, one of Malta’s leading cab companies. Respondents assessed this brand in order to identify if Brand Attitude and Brand Familiarity have a significant impact on Purchase Intention. The research included the use of a survey which was carried out by 204 potential eCABS users. The results reveal that there is a strong positive relationship between Brand Attitude and Purchase Intention and a weak positive relationship between Brand Familiarity and Purchase Intention. Overall, the findings show that there is a significant link between Brand Attitude and Purchase Intention. There is also a significant link between Brand Familiarity and Purchase Intention which, in this case, is mediated by Brand Attitude.