Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Kavya, K.M.; Almeida, Shaeril Michael Title A name given to the resource The Mediating Role of Attitude Towards Behaviour Between Brand Image and Purchase Intention: Evidence from Indias Housing Market Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Studies in Systems, Decision and Control;Volume;645;pp.977-989 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1007/978-3-032-10016-0_78" target="_blank" rel="noreferrer noopener">https://doi.org/10.1007/978-3-032-10016-0_78</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105026764276?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105026764276?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Kavya K.M., Christ (Deemed to Be University), Bengaluru, India; Almeida S.M., Christ (Deemed to Be University), Bengaluru, India Description An account of the resource 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. Subject The topic of the resource Attitude towards behaviour; Brand image; Purchase intention; Real estate Publisher An entity responsible for making the resource available Springer Science and Business Media Deutschland GmbH Relation A related resource ISSN: 21984182; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online