Impact of Zero Moment of Truth on Brand Salience, Performance and Imagery

This study examines the significant impact of Zero Moment of Truth (ZMOT) on brand performance and imagery using regression analysis. The analysis focuses on determining the relationship between ZMOT and brand salience, which is essential for understanding consumer behavior in today's competitive market. A significance value (Sig.) less than 0.05 indicates that the null hypothesis is rejected, suggesting that ZMOT has a notable effect on brand perception. The results show that ZMOT plays a critical role in shaping consumer perceptions, leading to an increased brand salience and enhanced brand imagery. Based on the findings, the alternative hypothesis is accepted, confirming that ZMOT influences brand performance. The study underscores the importance of considering ZMOT in marketing strategies to improve consumer engagement and brand recognition.