The Mediating Role of Brand Loyalty between the nexus of Brand Image on Purchase Intention: McDonald’s Case Study: Post Israel-Palestine Conflict
Keywords:
Brand Image, Brand Loyalty, Purchase intention, MacDonald’s, Israel- Palestine ConflictAbstract
This study is intended to investigate the relationship between brand image and purchase intention through the mediation effect of brand loyalty. Due to the current Palestine-Israel war, the purchase intentions of many brands are affected. Mcdonald's is also one of those businesses whose purchase intention has been affected by war. Thus, this study is intended to examine customers' purchase intention towards McDonald's. The study uses a quantitative approach using self-administered questionnaires to collect primary data. Data was collected from the SBK Women’s University students. Non-probability convenience sampling is used with a sample size of 260 students.
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