The Impact of Brand Image and Brand Trust on Consumer Buying Behavior

ABSTRACT: This study aims to examine the impact of brand image on consumer purchasing behavior, while also exploring the mediating role of brand trust in this relationship. Data was collected through a questionnaire survey, resulting in 142 responses among the students of Nanjing University of Information Science and Technology within the period of three weeks. The data are analyzed using IBM SPSS Statistics 21 program. The findings indicate a strong and significant positive relationship between brand image, brand trust, and consumer buying behavior.