Effect of Brand Image, Brand Trust, and Perceived Quality on Consumer Behavior

This study aimed to investigate the effect of brand image, perceived quality, and brand trust on consumer behavior. A study was conducted in a descriptive manner. The results were collected based on experimental data gathered using a questionnaire close to the current customers of Mellat stationery. The online questionnaire was distributed via WhatsApp and email. Correlation results revealed that all three independent variables studied, namely brand image, brand trust, and perceived quality, statistically have a significant and strong correlation with consumer behavior. Regression analysis indicated that the three variables together explain ۶۰.۷% of the total variance. Brand trust had the strongest correlation with consumer behavior. The result of the present study was important as it contributes to the existing literature and can also be useful for managerial decision-making to focus more on brand building because it has a strong effect on consumer behavior.