Brand management based on the «national responsibility» purchase intention dependency model
Abstract
In the context of the aggravation of the situation on the agri-food market, an important task for the enterprise is to find an effective communication system. Brand management of an agricultural enterprise should be based on building a model for determining the impact of «national responsibility» on brand trust and the consumer’s intention to purchase a product of a particular brand. We formulated the following system of hypotheses: 1) public awareness of the «national responsibility» of the brand has a positive effect on brand confidence; 2) trust in the brand has a positive effect on the intention to make a purchase; 3) public awareness of the brand’s «national responsibility» has a positive effect on the intention to make a purchase; 4) brand trust mediates the link between public awareness of «national responsibility» and intent to make a purchase. Research has shown that public awareness of «national responsibility» has had a significant positive impact on buying intent and brand credibility. The results show that consumer confidence is more likely to encourage consumers to buy agricultural products from brands of agricultural enterprises that are nationally responsible.
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