Influence of Brand Communication on Brand Image, Brand Reputation, Brand Trust and Repurchase Intention in Food Delivery Platform
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Abstract
The aims of this research were: 1) to study the importance of brand communication for food delivery platform; 2) to develop a structural equation model of brand communication, brand image, brand reputation, brand trust, and repurchase intention for food delivery platform and 3) to ensure that visual data is consistent with the model being designed.The sample of this research was 420 people who were experienced with food delivery platforms. The questionnaire was selected as the tool for this research. To examine the data, descriptive statistics were utilized, and structural equation models (SEM) inferential statistics were used to test the hypothesis. The results reveal that the structural equation model was consistent with the empirical data by considering the index values Chi-Square/df = 3.119, RFI = 0.928, IFI = 0.958 CFI = 0.958, NFI = 0.939 และ RMSEA = 0.071. The relationship can be described that brand communication has a direct influence on brand image, brand reputation brand trust. Moreover, brand image, brand reputation and brand trust also have direct influence on repurchase intention for consumers who used food delivery platforms. Therefore, food delivery platforms may consider brand communication strategies such as public relations or promotion. As it is a component that contributes to a better brand image, reputation, and trust. This will lead to increased customer repurchase intentions. It can assist businesses in becoming platform members, generate leads for employed food delivery employees, and lead to the platform's commercial operations being sustainable.
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References
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