Reading: Impact of Multichannel Brand Trust on Behavioural Intention


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Impact of Multichannel Brand Trust on Behavioural Intention


B.S.S.U. Bandara ,

University of Kelaniya, LK
About B.S.S.U.
Senior Lecturer
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A. Jayarathne

University of Sri Jayewardenepura, LK
About A.
Senior Lecturer
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This study examines the relationship between brand trust and behavioral intention in a multiple channel (online/Offline) situation and how it helps in developing relationships with the brand. The study is supported by commitment–trust theory introduced by Morgan and Hunt (1994). A structured questionnaire was distributed among 545 customers who transacts in both offline and online channels the in banking sector. Findings indicate that offline brand trust has a higher impact than online brand trust and the combine effect (multichannel effect - MCBT) has less impact than even both offline and online brand trust on behavioral intention (BI). Furthermore, the relationship commitment partially mediates the relationship between the MCBT and BI. While discussing the impact of MCBT on BI the study proposes that brand managers to carefully reinvestigate brand related strategies to ensure a better service to their customers.
How to Cite: Bandara, B.S.S.U. and Jayarathne, A., 2019. Impact of Multichannel Brand Trust on Behavioural Intention. Sri Lanka Journal of Marketing, 5(2), pp.81–109. DOI:
Published on 01 Dec 2019.
Peer Reviewed


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