Developing Stronger Brands:

This paper examined the interconnectedness of brand awareness (BA), brand image (BI), brand trust (BT), and purchase intention (PI) in a sample of consumer of comparably locally produced in the Kingdom of Saudi Arabia. In a sample of 900 consumers who purchased Saudi-made products, the authors applied Partial Least Squares Structural Equation Modelling (PLS-SEM) methodology to assess the proposed conceptual model. The analysis revealed that BA positively enhanced BI significantly, and BI subsequently paved a significant path to BT and PI. BA and PI were followed partially by BI and BT respectively, and a serial mediation was found. It requests branding policies which aren’t naive BA, but rather influence BI and maintain BT. It is retrospect to the local initiatives that signifies the significance of the drivers of BA and how they translate into a more salient BI and PI, and favor for local product. It provided the findings that are critical to marketers, managers, and policymakers in planning to allocate the local brands as trustworthy and competitive slogans in the local marketplace.