Mediating Effect of Brand Image and Customer Trust on Product Quality and Purchase Decision: Evidence from ETO Fuel Stations in Dili, Timor-Leste
Keywords:
Product quality, brand image, customer trust, purchasing decisions, Petro Station, Timor-Leste.
Abstract
This study aims to examine the relationships among product quality, brand image, customer trust, and customer purchasing decisions. Using survey data from 384 respondents and analysing it with SMART-PLS 4.0, the results show that product quality significantly enhances both customer trust and purchasing decisions. Brand image does not directly influence purchasing decisions but mediates the link between product quality and purchase behaviour. Customer trust is a key driver of purchasing decisions, reinforcing its importance in customer–brand relationships. These findings suggest that improving product quality is essential for building trust and leveraging brand image to support effective marketing strategies.
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References
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Anuar, M. M. (2021). Assessing consumer perceptions of product quality: A review. International Journal of Business and Society, 22(3), 1453–1470.
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Badea, M. F., Prodan, A., & Cismaru, L. (2023). Sustainability and brand trust in the fuel retail sector: The role of product quality. Sustainability, 15(5), 4031. https://doi.org/10.3390/su15054031
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Cochran, W. G. (1977). Sampling techniques (3rd ed.). Wiley.
Cumming, D., Ge, W., & Lai, S. (2020). Trust and decision-making in consumer markets. Journal of Business Ethics, 162(3), 1–15. https://doi.org/10.1007/s10551-018-3985-8
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Fernandes, T. (2024). Functional credibility versus symbolic value in high-involvement purchase decisions. Journal of Retailing and Consumer Services, 75, 103497. https://doi.org/10.1016/j.jretconser.2023.103497
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Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based SEM. Journal of the Academy of Marketing Science, 43, 115–135. https://doi.org/10.1007/s11747-014-0403-8
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Hossain, M., Alam, M., & Rahman, S. (2023). Brand image and purchase decision: The mediating role of trust. Journal of Retailing and Consumer Services, 71, 103181. https://doi.org/10.1016/j.jretconser.2022.103181
Istanbulluoglu, D., & Sakman, N. (2022). Digital trust in retail industries. Electronic Commerce Research and Applications, 52, 101122. https://doi.org/10.1016/ j.elerap. 2022.101122
Kang, J., & Namkung, Y. (2023). Linking product quality to customer loyalty. International Journal of Hospitality Management, 108, 103376. https://doi.org/10.1016/j. ijhm.2022.103376
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson.
Li, X., Zhang, W., & Zhao, Y. (2023). Product quality, trust, and brand equity: Evidence from emerging markets. Journal of Business Research, 160, 113720. https://doi.or g/10.1016/j.jbusres.2023.113720
Lin, Y., & Wang, C. (2021). Brand image, trust, and loyalty: An integrated model. Journal of Retailing and Consumer Services, 61, 102584. https://doi.org/10.1016/j.jretconser .2021.102584
Maia, R., Costa, C., & Lima, P. (2023). Consumer behaviour in commodity-based markets: The role of quality, trust, and brand image. Energy Economics, 122, 106656. https://doi.org/10.1016/j.eneco.2023.106656
Mailani, D., Sari, P., & Rahman, F. (2024). Strategic capabilities in competitive markets: An RBV approach. Journal of Strategic Marketing, 32(1), 77–94. https://doi.org/10.1080/0965254X.2022.2092952
Morgan, R. M., & Hunt, S. D. (1994). The commitment–trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Panda, S., Srivastava, M., & Pandey, S. (2020). Building trust in B2C markets. Journal of Retailing and Consumer Services, 54, 102031. https://doi.org/ 10.1016/ j.jre tconser.2019.102031
Pop, R. A., Săplăcan, Z., & Dabija, D. C. (2022). Trust, value, and purchase intention: Evidence from energy markets. Energy Policy, 165, 112937. https://doi.org/10.1016/j.enpol.2022.112937
Prentice, C., Wang, X., & Loureiro, S. M. C. (2022). The influence of trust on purchase intention: An empirical study. Journal of Retailing and Consumer Services, 65, 102882. https://doi.org/10.1016/j.jretconser.2021.102882
Puerta, A., Alvarez, J., & Lopez, M. (2022). Consumer perceptions of product quality: Dimensions and measurement. Journal of Consumer Marketing, 39(2), 133–146. https://doi.org/10.1108/JCM-03-2021-4575
PwC. (2024). Global Consumer Insights Survey 2024. PricewaterhouseCoopers.
Rahman, A. (2022). Targeted sampling methods in consumer research. International Journal of Research Methods, 15(4), 301–318.
Ramadan, Z., & Aita, J. (2023). The evolving consumer decision-making journey. Journal of Consumer Behaviour, 22(1), 45–57. https://doi.org/10.1002/cb.2040
Rather, R. A., & Hollebeek, L. D. (2023). Relationship marketing in the energy sector: Trust as a relational asset. Energy Research & Social Science, 97, 102941. https://doi.org/10.1016/j.erss.2023.102941
Rao, S., & Kumar, R. (2021). Institutional trust and consumer behaviour. Journal of Business Ethics, 172(4), 1–15. https://doi.org/10.1007/s10551-020-04516-9
Rodgers, W., & Nguyen, T. (2022). Consumer decision-making in the digital age. Journal of Consumer Behaviour, 21(4), 745–760. https://doi.org/10.1002/cb.2007
Rodríguez-Antón, J. M., & Rubio-Andrada, L. (2023). The role of perceived product quality in consumer trust. Journal of Retailing and Consumer Services, 70, 103153. https://doi.org/10.1016/j.jretconser.2022.103153
Rua, O., França, A., & Silva, M. (2020). Strategic product distribution and market visibility. International Journal of Retail & Distribution Management, 48(2), 199–217. https://doi.org/10.1108/IJRDM-04-2019-0132
Saldanha, E. S., Almeida, J. S., & Barreto, D. M. D. (2024). Product quality, brand image, and consumer trust in Timor-Leste’s fuel retail market. Asian Journal of Business Research, 14(1), 55–74. https://doi.org/10.14707/ajbr.2404
Saleh Ghobbe, A., & Nohekhan, M. (2023). Green marketing and brand quality perception. Journal of Cleaner Production, 410, 137207. https://doi.org/10.1016/j.jclepro.2023.137207
Sebastianelli, R., & Tamimi, N. (2002). How product quality dimensions relate to defining quality. International Journal of Quality & Reliability Management, 19(4), 442–453. https://doi.org/10.1108/02656710210421599
Suhaily, L., & Darmoyo, S. (2017). The effect of product quality, price, and promotion on purchase decision. International Journal of Marketing Studies, 9(4), 92–100. https://doi.org/10.5539/ijms.v9n4p92
Tahir, R., Khan, M., & Hussain, S. (2024). The role of trust in high-involvement purchase decisions. Journal of Consumer Marketing, 41(1), 57–71. https://doi.org/10.1108/JCM-03-2022-5142
Varriale, L., Ciasullo, M. V., & Troisi, O. (2023). Enhancing consumer trust through product quality and ethical practices. Journal of Business Research, 158, 113645. https://doi.org/10.1016/j.jbusres.2023.113645
Wang, Y., Li, X., & Zhang, J. (2023). Brand equity and purchase intention in the energy sector. Energy Economics, 115, 106601. https://doi.org/10.1016/j.eneco.2023.106601
Warren, J. (2025). Mobile payment adoption in fuel retailing. Journal of Retailing and Consumer Services, 78, 103432. https://doi.org/10.1016/j.jretconser.2025.103432
Zarifis, A., & Cheng, X. (2022). Digital trust and consumer purchase intention. Electronic Commerce Research and Applications, 51, 101107. https://doi.org/10.1016.
Adewole, O., Olayemi, A., & Bello, K. (2024). Strategic brand positioning in competitive markets: Evidence from emerging economies. Journal of Brand Management, 31(1), 45–63. https://doi.org/10.1057/s41262-023-00350-4.
Akrout, H., Diallo, M. F., & Chandon, J.-L. (2021). How to build customer trust in omnichannel retailing: The roles of product quality and service consistency. Journal of Business Research, 135, 510–521. https://doi.org/10.1016 /j.jbusres. 2021. 06.018
Alam, S., Hasan, M., & Rahman, S. (2023). Price, quality, and convenience: Determinants of consumer purchase intention. Asia Pacific Journal of Marketing and Logistics, 35(2), 344–366. https://doi.org/10.1108/APJML-02-2022-0128
Anuar, M. M. (2021). Assessing consumer perceptions of product quality: A review. International Journal of Business and Society, 22(3), 1453–1470.
Arora, A. S., Rynne, J., & Sahu, S. (2022). Brand identity and consumer loyalty: A cross-industry perspective. Journal of Strategic Marketing, 30(8), 772–788. https://doi.org/ 10.1080/0965254X.2021.1938881
Badea, M. F., Prodan, A., & Cismaru, L. (2023). Sustainability and brand trust in the fuel retail sector: The role of product quality. Sustainability, 15(5), 4031. https://doi.org/10.3390/su15054031
Balmer, J. M. T., Abratt, R., & Kleyn, N. (2020). Corporate brand image, reputation, and identity: Clarifying concepts for researchers and practitioners. Journal of Brand Management, 27(7), 721–737. https://doi. org/10 .1057/s4 1262-020-00231-4
Baranchuk, N., & Prasad, A. (2022). Communicating product quality in competitive markets. Marketing Science, 41(4), 743–761. https://doi.org/10.1287/mksc.2021.1323
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108
Boon-itt, S., Wong, C. W. Y., & Wong, K.-K. (2023). Digitalization in retail fuel industry: Effects on consumer behavior. Industrial Marketing Management, 107, 99–112. https://doi.org/10.1016/j.indmarman.2022.10.010
Buil, I., de Chernatony, L., & Martínez, E. (2022). Examining the role of corporate identity in brand image formation. European Journal of Marketing, 56(6), 1721–1746. https://doi.org/10.1108/EJM-07-2020-0536
Chiaraluce, G., Fiore, M., & Contò, F. (2024). The interplay between brand image, trust, and purchase intention: Evidence from energy retail markets. Energy Policy, 181, 113809. https://doi.org/10.1016/j.enpol.2023.113809
Cochran, W. G. (1977). Sampling techniques (3rd ed.). Wiley.
Cumming, D., Ge, W., & Lai, S. (2020). Trust and decision-making in consumer markets. Journal of Business Ethics, 162(3), 1–15. https://doi.org/10.1007/s10551-018-3985-8
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4. https:// doi.org/10.11648 /j.ajtas 2016 0501.11
Fathurrahman, A., Pradana, A., & Arief, M. (2023). Digital marketing influence on consumer decision-making. Journal of Business Research, 155, 113408. https://doi.org/ 10.1016/ j.jbusres.2022.113408
Fernandes, T. (2024). Functional credibility versus symbolic value in high-involvement purchase decisions. Journal of Retailing and Consumer Services, 75, 103497. https://doi.org/10.1016/j.jretconser.2023.103497
Fowler, F. J., Cosenza, C., & Piazza, T. (2014). Survey research methods (5th ed.). SAGE.
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE.
Halim, R. E., Swasto, B., & Arifin, Z. (2014). The influence of product quality, brand image, and trust on consumer purchase decision. International Journal of Business and Management Invention, 3(5), 12–18.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based SEM. Journal of the Academy of Marketing Science, 43, 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hernández, J. A., Ortega, A., & Martínez, C. (2022). Technical quality indicators in fuel retailing. Energy Reports, 8, 1–12. https://doi.org/10.1016/j.egyr.2022.02.001
Hossain, M., Alam, M., & Rahman, S. (2023). Brand image and purchase decision: The mediating role of trust. Journal of Retailing and Consumer Services, 71, 103181. https://doi.org/10.1016/j.jretconser.2022.103181
Istanbulluoglu, D., & Sakman, N. (2022). Digital trust in retail industries. Electronic Commerce Research and Applications, 52, 101122. https://doi.org/10.1016/ j.elerap. 2022.101122
Kang, J., & Namkung, Y. (2023). Linking product quality to customer loyalty. International Journal of Hospitality Management, 108, 103376. https://doi.org/10.1016/j. ijhm.2022.103376
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson.
Li, X., Zhang, W., & Zhao, Y. (2023). Product quality, trust, and brand equity: Evidence from emerging markets. Journal of Business Research, 160, 113720. https://doi.or g/10.1016/j.jbusres.2023.113720
Lin, Y., & Wang, C. (2021). Brand image, trust, and loyalty: An integrated model. Journal of Retailing and Consumer Services, 61, 102584. https://doi.org/10.1016/j.jretconser .2021.102584
Maia, R., Costa, C., & Lima, P. (2023). Consumer behaviour in commodity-based markets: The role of quality, trust, and brand image. Energy Economics, 122, 106656. https://doi.org/10.1016/j.eneco.2023.106656
Mailani, D., Sari, P., & Rahman, F. (2024). Strategic capabilities in competitive markets: An RBV approach. Journal of Strategic Marketing, 32(1), 77–94. https://doi.org/10.1080/0965254X.2022.2092952
Morgan, R. M., & Hunt, S. D. (1994). The commitment–trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Panda, S., Srivastava, M., & Pandey, S. (2020). Building trust in B2C markets. Journal of Retailing and Consumer Services, 54, 102031. https://doi.org/ 10.1016/ j.jre tconser.2019.102031
Pop, R. A., Săplăcan, Z., & Dabija, D. C. (2022). Trust, value, and purchase intention: Evidence from energy markets. Energy Policy, 165, 112937. https://doi.org/10.1016/j.enpol.2022.112937
Prentice, C., Wang, X., & Loureiro, S. M. C. (2022). The influence of trust on purchase intention: An empirical study. Journal of Retailing and Consumer Services, 65, 102882. https://doi.org/10.1016/j.jretconser.2021.102882
Puerta, A., Alvarez, J., & Lopez, M. (2022). Consumer perceptions of product quality: Dimensions and measurement. Journal of Consumer Marketing, 39(2), 133–146. https://doi.org/10.1108/JCM-03-2021-4575
PwC. (2024). Global Consumer Insights Survey 2024. PricewaterhouseCoopers.
Rahman, A. (2022). Targeted sampling methods in consumer research. International Journal of Research Methods, 15(4), 301–318.
Ramadan, Z., & Aita, J. (2023). The evolving consumer decision-making journey. Journal of Consumer Behaviour, 22(1), 45–57. https://doi.org/10.1002/cb.2040
Rather, R. A., & Hollebeek, L. D. (2023). Relationship marketing in the energy sector: Trust as a relational asset. Energy Research & Social Science, 97, 102941. https://doi.org/10.1016/j.erss.2023.102941
Rao, S., & Kumar, R. (2021). Institutional trust and consumer behaviour. Journal of Business Ethics, 172(4), 1–15. https://doi.org/10.1007/s10551-020-04516-9
Rodgers, W., & Nguyen, T. (2022). Consumer decision-making in the digital age. Journal of Consumer Behaviour, 21(4), 745–760. https://doi.org/10.1002/cb.2007
Rodríguez-Antón, J. M., & Rubio-Andrada, L. (2023). The role of perceived product quality in consumer trust. Journal of Retailing and Consumer Services, 70, 103153. https://doi.org/10.1016/j.jretconser.2022.103153
Rua, O., França, A., & Silva, M. (2020). Strategic product distribution and market visibility. International Journal of Retail & Distribution Management, 48(2), 199–217. https://doi.org/10.1108/IJRDM-04-2019-0132
Saldanha, E. S., Almeida, J. S., & Barreto, D. M. D. (2024). Product quality, brand image, and consumer trust in Timor-Leste’s fuel retail market. Asian Journal of Business Research, 14(1), 55–74. https://doi.org/10.14707/ajbr.2404
Saleh Ghobbe, A., & Nohekhan, M. (2023). Green marketing and brand quality perception. Journal of Cleaner Production, 410, 137207. https://doi.org/10.1016/j.jclepro.2023.137207
Sebastianelli, R., & Tamimi, N. (2002). How product quality dimensions relate to defining quality. International Journal of Quality & Reliability Management, 19(4), 442–453. https://doi.org/10.1108/02656710210421599
Suhaily, L., & Darmoyo, S. (2017). The effect of product quality, price, and promotion on purchase decision. International Journal of Marketing Studies, 9(4), 92–100. https://doi.org/10.5539/ijms.v9n4p92
Tahir, R., Khan, M., & Hussain, S. (2024). The role of trust in high-involvement purchase decisions. Journal of Consumer Marketing, 41(1), 57–71. https://doi.org/10.1108/JCM-03-2022-5142
Varriale, L., Ciasullo, M. V., & Troisi, O. (2023). Enhancing consumer trust through product quality and ethical practices. Journal of Business Research, 158, 113645. https://doi.org/10.1016/j.jbusres.2023.113645
Wang, Y., Li, X., & Zhang, J. (2023). Brand equity and purchase intention in the energy sector. Energy Economics, 115, 106601. https://doi.org/10.1016/j.eneco.2023.106601
Warren, J. (2025). Mobile payment adoption in fuel retailing. Journal of Retailing and Consumer Services, 78, 103432. https://doi.org/10.1016/j.jretconser.2025.103432
Zarifis, A., & Cheng, X. (2022). Digital trust and consumer purchase intention. Electronic Commerce Research and Applications, 51, 101107. https://doi.org/10.1016.
Published
2025-10-06
How to Cite
Almeida, J., Saldanha, E. and M.D. Barreto, D. (2025) “Mediating Effect of Brand Image and Customer Trust on Product Quality and Purchase Decision: Evidence from ETO Fuel Stations in Dili, Timor-Leste”, Timor Leste Journal of Business and Management, 7, pp. 90-102. doi: 10.51703/bm.v7i0.189.
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