Exploring the impact of brand awareness, brand loyalty and brand attitude on purchase intention in online shopping

The aim of the study is to explore impact brand awareness, loyalty and attitude on purchase intention in online shopping. was quantitative nature adopting survey method. Due absence a sampling frame, convenience sampling, form non-probability utilised total 253 responses well collected from Braamfontein, busy business district Johannesburg, South Africa. In order test proposed hypotheses, unique conceptual model developed which loyalty, acted as predictors while served outcome. Data analysis conducted SPSS 27 where descriptive statistics were produced regression hypothesis. Findings suggested that customers perceived have strongest weakest predictor awareness far purchasing concerned. Managerial implications emerged suggestions for further research proposed.