Brand Image, Intensity, and Behavior: A Conceptual Framework

Abstrak

Purpose - This study aims to investigate the impact of brand image on intensity and the impact of intensity on behavior, addressing a critical gap in the existing literature. The research seeks new insights into determinants of behavior, contributing to a deeper understanding of behavior of consumer.

Design/Methodology/Approach - The study employs a conceptual approach, utilizing theoretical framework.

Findings - The results reveal that brand image affect intensity, and intensity affect behavior, indicating that intensity mediates the effect of brand image to behavior. These findings provide evidence that intensity mediates the effect of brand image to behavior, offering significant implications for theoretical framework.

Originality/Value - This research offers a novel perspective on behavior, providing valuable insights that extend the current understanding of behavior of consumer. The study’s findings contribute to practical application, highlighting areas for future research and potential policy or practical applications.