Article2010

The Effect of Brand Credibility on Consumers’ Brand Purchase Intention in Emerging Economies: The Moderating Role of Brand Awareness and Brand Image

252 citations0/0 files storedJournal of Global Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

This study investigates the impact of brand credibility, composed of trustworthiness, expertise, and attractiveness, on consumers’ brand purchase intention in emerging economies, focusing specifically on China's automobile industry. We propose that brand awareness and brand image play a moderating role in this relationship. Results reveal that brand credibility exerts a positive influence on consumers’ brand purchase intention. Brand image and brand awareness are found to positively moderate the relationship between brand credibility and consumers’ brand purchase intention. Implications concerning both research and managerial practices are offered.

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References

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Cited by

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