Analyzing the effect of brand culture on purchase intention with the mediating role of customers' general trust (case study of dairy products consumers)

Document Type : Quantitative Research Paper

Authors

1 Professor of Management Department University of Mohaghegh Ardabili

2 Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili , Ardabil, Iran.

10.22034/cbsj.2025.142570.2779

Abstract

The overall goal of this study was to explain the effect of brand culture on purchase intention with the mediating role of customers' general trust (case study of dairy products consumers). This research was applied in terms of purpose and descriptive-survey in terms of method and nature. The statistical population of the research included all consumers of dairy products in Ardabil city. According to the Cochran's formula, 384 people were selected as a sample for unlimited communities. The selection of these people from the statistical population was made simple random and the research questionnaire was distributed among them. The validity of the questionnaire was examined and confirmed using confirmatory factor analysis and reliability was verified using Cronbach's alpha. Data analysis was done by SEM method and using SPSS 26 and Smart-PLS 3 software. According to the research findings, brand culture on purchase intention, brand culture on general trust and also general trust on purchase intention have a positive and significant effect. Also, general trust plays a mediating role in the relationship between brand culture and purchase intention. In summary, it can be concluded that applying elements of brand culture in dairy products can enhance purchase intention among dairy consumers by strengthening consumers' general trust in the health and safety of these products.

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Consumer Behavior Studies Journal
Volume 12, Issue 3
January 2026

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