مجلة نماء للإقتصاد والتجارة
Volume 9, Numéro 1, Pages 24-38
2025-06-30

Predicting Purchase Intentions In The Smartphone Market: Examining The Impact Of Personality And Trust Of The Brand



Authors : Lamri Nourredine .

Abstract

This study predicts smartphone purchase intentions by examining how brand personality, specifically loyalty, and excitement, influences consumer trust and purchase decisions. Data from 95 respondents revealed that brands with sincere and exciting personalities enhance trust, thereby increasing purchase likelihood. Trust was identified as a critical link between brand personality and purchase intention, essential for developing lasting consumer-brand relationships. These findings provide important implications for smartphone marketers in developing a trustworthy brand personality to attract consumers.

Keywords

brand personality ; brand trust ; purchase intention ; smartphone

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