scholarly journals Building brand credibility: The role of involvement, identification, reputation and attachment

2022 ◽  
Vol 64 ◽  
pp. 102819
Author(s):  
Sebastian Molinillo ◽  
Arnold Japutra ◽  
Yuksel Ekinci
Keyword(s):  
Brand Credibility

Determinants of Attitudinal Loyalty in Retail Banking

2020 ◽  
pp. 178-197
Author(s):  
Ernest Emeka Izogo
Keyword(s):  
Information Sharing ◽  
Customer Orientation ◽  
Retail Banking ◽  
Brand Attitude ◽  
Marketing Theory ◽  
Attitudinal Loyalty ◽  
Mediating Role ◽  
Positive Effects ◽  
Brand Credibility

This paper tests a conceptual model by drawing on the relationship marketing theory and the brand attitude literature. Two specific research aims were explored. First, the authors tests the mediating role of brand credibility in the relationships between its antecedents and attitudinal loyalty. Second, the moderating role of satisfaction in the relationships between information sharing, customer orientation and brand credibility were explored. Quantitative data generated from 332 experienced users of banking services in Nigeria formed the final database. The study contributes to brand attitude literature and loyalty theory by demonstrating that over and above the simple significant positive effects of information sharing, customer orientation, and brand credibility on attitudinal loyalty, brand credibility transmits the effects of information sharing and customer orientation onto attitudinal loyalty.

The effect of private label brand credibility on consumer purchase intention: the mediating role of relational variables

2020 ◽  
Vol 7 (5) ◽  
pp. 471
Author(s):  
Najeeb Ullah Shah ◽  
Rajni Selvaraj ◽  
Nik Mohd Hazrul Nik Hashim ◽  
Nor Asiah Omar ◽  
Arawati Agus
Keyword(s):  
Purchase Intention ◽  
Private Label ◽  
Mediating Role ◽  
Brand Credibility ◽  
Consumer Purchase Intention

Direct and indirect effect of brand experience on true brand loyalty: role of involvement

2018 ◽  
Vol 30 (3) ◽  
pp. 725-748 ◽  
Author(s):  
Veeva Mathew ◽  
Sam Thomas
Keyword(s):  
Brand Loyalty ◽  
Affective Commitment ◽  
Brand Experience ◽  
Product Involvement ◽  
Homogeneous Sample ◽  
Content Type ◽  
Brand Credibility ◽  
Product Approach ◽  
The Relationship

PurposeThe purpose of this paper is to investigate the role of product and customer dimensions in the contribution of brand experience to the formation of true brand loyalty. The dimensions included are brand credibility, affective commitment and involvement. Synthesising past studies, the researcher proposes brand credibility and affective commitment to mediate the relationship between brand experience and true brand loyalty. Furthermore, the researcher investigates the variation in hierarchical pattern, i.e. brand experience-brand credibility affective commitment-true brand loyalty, under different levels of involvement.Design/methodology/approachThe variations in hierarchy were compared by design. The authors investigated the variations in hierarchy on the basis of products which belong to different level of involvement, on the basis of individual differences in involvement, and on the basis of the interaction of product involvement and subject involvement. Multi-group invariance tests in SEM were used to explore model variations.FindingsThe hierarchy-of-effect model was found to vary based on the level of product involvement, subject involvement and interaction involvement. Three patterns of hierarchy have been observed: the first pattern was observed in high-high groups (both product involvement and subject involvement were high), the second pattern was observed in low-low groups (both product and subject involvements were low) and the third pattern among high-low or low-high groups.Practical implicationsThe variation observed highlights the need to segment the market by interaction involvement. This would be useful for managers engaged in building sustainable consumer-brand relationships.Originality/valueThis study considered the interaction of product approach and subject approach in defining involvement which is rarely attempted in research. The study also integrates the variations in the role of customer dimensions, namely involvement, brand credibility and affective commitment with the relationship between the central constructs brand experience and true brand loyalty. The variations observed are among a socio-economically homogeneous sample of respondents.

scholarly journals IMPACT OF CELEBRITY ENDORSEMENT ON BRAND EQUITY

2014 ◽  
Vol 10 (3) ◽  
pp. 1953-1960
Author(s):  
Seyed Ibne-Ali Jaffari ◽  
Farooq Ahmad ◽  
Muhammad Mehtab ◽  
Asif Iqbal
Keyword(s):  
Brand Equity ◽  
Durable Goods ◽  
Positive Impact ◽  
Empirical Relationship ◽  
Mediating Role ◽  
Brand Credibility ◽  
Celebrity Endorser ◽  
The Relationship ◽  
Moderating Role

This research intends to explore the empirical relationship between endorsers credibility and consumer based brand equity in the presence of mediating role of brand credibility and moderating role of type of celebrities i.e. National or International was also examined. This paper uses two theories to explain the relationship; associative learning was used to explain the relationship between endorser and brand equity, and brand signaling to explain the relationship about the mediating role of brand credibility. The data was collected from Islamabad, the Federal capital of Pakistan and analyzed using SPSS. Results suggest that endorsers credibility has positive impact on brand equity and brand credibility mediates this relationship. The moderating role of type of celebrity was also discussed in this paper. The past literature suggests that celebrity endorser is one who is perceived as attractive, expert and trustworthiness. This research study examined the relationship of construct in the context of non-durable goods and measured the effectiveness of celebrity i.e. National or International proved to build brand equity. 

Marketplace rumor sharing among young consumers: the role of anxiety and arousal

2019 ◽  
Vol 20 (1) ◽  
pp. 1-13 ◽  
Author(s):  
Subin Sudhir ◽  
Anandakuttan B. Unnithan
Keyword(s):  
Information Sharing ◽  
State Anxiety ◽  
Emotional Regulation ◽  
Mediating Effect ◽  
Theoretical Understanding ◽  
Content Type ◽  
Brand Credibility ◽  
Young Consumers ◽  
Sharing Behavior

PurposeThis study aims to explore rumor sharing behavior among young consumers by evaluating the role of state anxiety and arousal as fundamental triggers to rumor sharing behavior. This study asserts that young consumers share rumors for emotional regulation and information sharing reasons, and aims to explore rumor sharing dynamics along these factors.Design/methodology/approachUsing established scales, this paper collects data from 394 respondents (age 18-25 years) who are enrolled in engineering or management colleges in India. Using these data, the paper conducts a PLS-SEM-based analysis using SmartPLS 3.0 to establish hypothesized relationships. PROCESS macro (Hayes, 2017) is used in SPSS to assess the role of mediators.FindingsMajor findings of the study indicate that young consumers share rumors for emotional regulation and information sharing. State anxiety and arousal were positively associated to the consumers’ emotional regulation motivation, as well as their information sharing motivations. The findings illustrate that young consumers share rumors for managing their own emotions, as well as to help others who might be in need for such information. This assertion was further established by the mediating effect of these motivations on the relationship between the consumers’ emotions and their intention to share the rumor.Research limitations/implicationsIt was observed that that young consumers share rumors for emotional regulation and information sharing purpose. This contribution adds to the current research on motivations of rumor sharing. The paper highlights that rumor sharing is an outcome of emotional experiences, thereby contributing to “why” rumors are spread in the marketplace.Originality/valueRumors lack veracity, arise in contexts of uncertainty and influence perceptions, brand credibility and consumer loyalty. Thus it is critical to understand the dynamics of fast propagating rumors in the marketplace. This paper advances the theoretical understanding of the psychological factors driving rumor propagation among young consumers. The paper identifies and establishes the role of fundamental triggers of rumor sharing among young consumers.

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