Influence of Brand Equity on Brand Trust: Mediation of Brand Reputation and Moderation of Social Media

Abstract

The Present study aims to investigate the brand equity of the local as well as international fast food restaurants in the country of Ghana. Furthermore, the study investigates the particular brand association (B Ass.) and brand awareness (B Aw.) dimensions of the brand equity (BE). Moreover, the mediating role of the brand reputation (BR) examined in between dimensions of brand equity and brand trust (BT). In addition the moderating effect of social media also investigated. Study adopted the partial least square 3.0 for inferential statistics as well as structural equation modelling. The results of the study exhibited, that brand equity has positive and significant influence on brand reputation. Moreover the positive and significant effects of social media on brand trust also notified in the study. In addition, the effect of brand awareness on brand trust partially mediated by brand reputation, while the association between brand association and brand trust is fully mediated. Furthermore, the moderating effect of social media (SM) on brand trust noted negative and significant. The outcomes of the scholarship add to advance indulgent of the multifaceted psychosomatic procedures tangled in purchaser selection standards for a fast food restaurants and service industry. Keywords: Brand Equity (BE); Brand Awareness (B Aw.); Brand Association (B Ass.); Brand Reputation (BR); Brand Trust (BT); Social Media (SM) DOI : 10.7176/EJBM/11-21-02 Publication date :July 31 st 2019