ItemBook Chapter

The Mediating Role of Attitude Towards Behaviour Between Brand Image and Purchase Intention: Evidence from Indias Housing Market

Title
The Mediating Role of Attitude Towards Behaviour Between Brand Image and Purchase Intention: Evidence from Indias Housing Market
Creator
Kavya, K.M.; Almeida, Shaeril Michael
Description
This study investigates the association between Brand Image, Attitude Toward Behaviour, and Purchase Intention within the Indian real estate sector. The research employs the Theory of Planned Behaviour (TPB) to examine the impact of brand image on purchase intention, with attitude toward behaviour serving as a mediating role. Data were gathered from 422 respondents. The collected data is inspected using Structural Equation Modeling (SEM hereafter) utilising JMP Software. The findings demonstrate that brand image has a substantial effect on purchase intention, both directly as well as indirectly, via attitude towards behaviour. The results emphasize the need to establish a robust brand image to cultivate favourable consumer perceptions and influence purchasing decisions, providing essential insights for real estate developers in a competitive landscape. The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.
Source
Studies in Systems, Decision and Control;Volume;645;pp.977-989
Date
01-01-2026
Publisher
Springer Science and Business Media Deutschland GmbH
Subject
Attitude towards behaviour; Brand image; Purchase intention; Real estate
Coverage
Kavya K.M., Christ (Deemed to Be University), Bengaluru, India; Almeida S.M., Christ (Deemed to Be University), Bengaluru, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 21984182;
Format
online
Language
English
Type
Book chapter

Citation

Kavya, K.M.; Almeida, Shaeril Michael, “The Mediating Role of Attitude Towards Behaviour Between Brand Image and Purchase Intention: Evidence from Indias Housing Market,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/24095.

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