Effect of brand image and product quality on repurchase Intention

Abstract

Focusing on retail fashion brand customers in the Colombo district, Sri Lanka this study examines the relationship between brand image, product quality, and repurchase intention, utilizing consumer satisfaction as a mediating variable. The presented hypotheses were tested using a deductive approach and positivist research philosophy. A structured questionnaire was used to collect primary data, and a non-probability sampling technique was used to obtain 384 valid answers. Version 30 of SPSS was used to analyze quantitative data. To guarantee the accuracy and validity of the findings, statistical techniques such as normality testing, reliability analysis, convergent and discriminant validity checks, correlation, regression, and hypothesis testing were carried out. The results show that repurchase intention is significantly positively impacted by both product quality and brand image. Additionally, customer satisfaction mediates the relationship between product quality and repurchase intention, while consumer satisfaction does not mediate the relationship between brand image and repurchase intention. Mediation analysis was conducted using Sobel’s test. Brand Image makes the highest contribution to the dependent variable, repurchase intention according to the Beta value