Perceived Inflation and Brand Switching Intention: Examining the Mediating Role of Brand Trust in Pakistan’s Branded Clothing Market

Abstract

This study examines the impact of perceived inflation in the consumer’s switching brand intention in the branded clothing market of Pakistan and investigates that weather brand trust mediates the relation between perceived inflation and switching brand intention. Quantitative method is used in this study and data was collected cross sectionally from individuals throw structured questionnaire. 191 responses collected from consumers of branded clothing in Pakistan. For testing the sample, we use SPSS (Process Macro v4.3) and run some analysis like reliability, correlation, regression and mediation. This sample is consisted from adult consumers who purchases branded cloths regularly and it is selected through snowball sampling. The results of this study reveals that there is a strong and statistically significant direct effect of perceived inflation on switching brand intention. However, brand trust does not significantly mediate the relationship, as the indirect effect was statistically insignificant. So, the finding suggests that in the inflationary periods the factors like brand trust does not work accordingly.