The Effect of AI-Driven Brand Awareness on Purchase Intention: The Moderating Role of Brand Trust

Brand awareness plays a crucial role in influencing consumer behavior, especially in competitive markets where consumers are faced with a multitude of choices. However, its direct impact on purchase intentions has been questioned in recent studies. This study examines the influence of brand awareness on consumers’ attitudes and purchase intentions, with a focus on the moderating role of trust. Using a quantitative research design, data were collected conveniently from 204 online consumers who had purchased Nestle products within the last 2 years. Concerning the research methodology, the study employs a moderated mediation model to demonstrate how brand trust mediates the relationship between consumer and purchase intentions under digital conditions. This study reveals that brand awareness does not directly influence purchase intention. Instead, it creates a positive consumer attitude towards the Brand, contributing to purchase intentions when moderated by brand trust. Therefore, the research suggests that brand trust plays a crucial moderating role in shaping the consumer attitudes and purchase intentions of young people. The research can be beneficial for various enterprises in their attempt to understand how brand trust and brand awareness can be triggered by communicating with consumers through online frameworks, thereby fostering the right attitudes for purchasing specific products. Theoretically and practically, the relevance and application are explained, highlighting the significance of trust initiatives in advertising communication for enhancing market impact on brands for the new generation. These results suggest that while brand awareness does not directly translate into an increased intention to purchase, it does foster a favorable attitude toward the brand, which influences purchase intention when brand trust is present.