Exploring the impact of brand awareness, brand loyalty and brand attitude on purchase intention in online shopping
Lesedi Machi · Phindulo Nemavhidi ORCID ↗ · Tinashe Chuchu ORCID ↗ · Brighton Nyagadza ORCID ↗ · Marike Venter de Villiers
International Journal of Research in Business and Social Science · 2022 · Vol. 11 / Issue 5 · 176-187
Publication metrics
External links open provider records or DOI searches. Provider counts are not combined. Mendeley readership measures saves, not citations.
Dimensions
Live provider badge. If unavailable, use the Dimensions link above.
Observed 21 Oct 2026, 07:22 UTC
Observed 22 Oct 2026 01:26 UTC
Observed 22 Oct 2026 01:26 UTC
OpenAlex and Mendeley observations refresh on article visits, at most once per 24 hours. Unavailable data is not zero. Google Scholar opens a DOI search.
Citations received by this article, grouped by the year of the citing work. Crossref and OpenAlex lifetime totals remain separate in Publication metrics.
2017–2026 Annual history last updated:
Citations received
OpenAlex · year of the citing work
Hover over a year or focus the chart and use arrow keys to inspect values.
2017–2026 annual-history window. 2026 is year to date. Unknown years have gaps.
View data & coverage
2026 is incomplete. Within a successfully fetched ten-year window, omitted years mean zero. Years beyond a saved observation’s window remain unknown (—). Older citations are excluded, so this chart’s sum may differ from the OpenAlex lifetime total. The date above belongs to this annual history; an unsuccessful refresh keeps the previous observation.
Abstract
The aim of the study is to explore the impact of brand awareness, brand loyalty and brand attitude on purchase intention in online shopping. The study was quantitative in nature adopting the survey method. Due to the absence of a sampling frame, convenience sampling, a form of non-probability sampling was utilised a total of 253 responses well collected from Braamfontein, a busy business district in Johannesburg, South Africa. In order to test the proposed hypotheses, a unique conceptual model was developed in which brand awareness, brand loyalty, and brand attitude acted as predictors while purchase intention served as the outcome. Data analysis was conducted in SPSS 27 where descriptive statistics were produced as well as regression analysis to test the proposed hypothesis. Findings suggested that customers perceived brand attitude to have the strongest impact on purchase intention while the weakest predictor of purchase intention was brand awareness as far as online purchasing was concerned. Managerial implications emerged from the study and suggestions for further research were proposed.
Keywords: {'name': 'Brands'}, {'name': 'awareness'}, {'name': 'loyalty'}, {'name': 'attitude'}, {'name': 'purchase intention'}, {'name': 'online shopping'}
Authors & affiliations
Lesedi Machi
Affiliation not supplied
Phindulo Nemavhidi
Affiliation not supplied
Tinashe Chuchu
Affiliation not supplied
Brighton Nyagadza
Affiliation not supplied
Marike Venter de Villiers
Affiliation not supplied
Deposited references
Supplied references, not a list of publications citing this article.
No reference list supplied.