Influence of Perceived Quality and Brand Awareness on Brand Loyalty: Examining the Mediating Role of Brand Trust Within Biscuit Industry in Sri Lanka

Building and managing consumer brand relationships to foster Brand Loyalty is a challenge for marketers. As Biscuit manufacturing major industry in Sri Lanka, it essential investigate the behavior of relationships. Furthermore, identifying influencing ability Perceived Quality on an emergent need biscuit Lanka since there growing trend investments quality improvements without investigating effectiveness terms Loyalty. By referring relevant literature accepted theories, conceptual framework this research developed order examine influence Awareness The also examined mediating effect Trust relationship between Loyalty, as well This follows deductive approach cross-sectional time horizon. study was carried out under quantitative strategy through survey method by using structured questionnaire. Subsequent assurance validity reliability measures scale pilot study, 389 respondents contributed final data collection. were analyzed multiple regression method. results indicate that no significant positive while Similarly, In addition, emphasize full mediation impact engages partial mediation. contributes consumer-brand with empirical evidence from Lanka. Further, provides direction marketers Industry enhance become competitive market.