The Effects of Brand Credibility on Customer's WOM Communication: The Moderator Role of Brand Commitment A Conceptual Paper

Abstract

The use of brand credibility by companies continues to be a popular method to support the brand commitment, andto encourage the customer to own more satisfaction and positive word of mouth communication about the brand.When the customers focus on the positive aspects of a company, they usually express it by using the positive wordsof mouth communication, and which in turn is considered the goal of any company. The reason that lies behindusing brand credibility is its direct and indirect strong impact that makes customers more positive toward the brand.This theoretical paper develops a conceptual framework that explains how brand credibility affects brandcommitment, and brand commitment impacts on the dependent variable which is called word of mouthcommunication. Furthermore, this framework shows that brand credibility is the independent variable, brandcommitment is the mediating variable and the word of mouth communication is the dependent variable of thisstudy.

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