The Influence of Trust, Advertising, Family on Intentionand Actual Purchase of Local Brand in Yemen

This empirical research investigates the influence of four predictors of actual purchase of local brand in Yemen. The exogenous variables examined are trust, advertising, family and purchase intention against actual purchase as the endogenous variable. Past validated instruments are used to measure the variables specified namely, trust (7 items), advertising (8 items), family (7 items), purchase intention (8 items) and actual purchase (6 items). The study employs quantitative research design by administering primary data collection via questionnaire. A total of 1000 questionnaires were distributed to school staff who represents local respondents in Yemen whereby 711 responses were returned representing 71 percent response rate. Structural Equation Modeling (SEM) was employed to analyze the relationships among the variables. The goodness of fit indices of the revised model indicate adequate fit (GFI=.989, RMSEA=.017, RATIO CMIN/DF=1.158, P-VALUE=.264). The regression parameter estimates show four significant relationships between trust & actual purchase (=.322, CR=4.474, P