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The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions

Uttam Chakraborty (Symbiosis Institute of Business Management (SIBM), Symbiosis International (Deemed University), Pune, India)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 15 May 2019

Issue publication date: 6 June 2019

8773

Abstract

Purpose

This study aims to highlight the importance of brand equity dimensions which act as a mediator between online reviews and consumer’s purchase intention. In particular, the present study tries to determine which the Aaker’s (1991) brand equity dimensions have the mediating roles between source credible online reviews and purchase intention.

Design/methodology/approach

Data were collected from select e-commerce site’s brand community on Facebook social media platform through Google form application. The present study first determines the reliability of the variables. To check the unidimensionality of the variables, exploratory factor analysis has been performed. This study makes use of structural equation modeling bootstrapping method to examine the mediating effects of brand equity dimensions between source credible online reviews and purchase intention.

Findings

Data analysis reveals that marketers should concentrate more on brand awareness and perceived value, which ultimately influence the purchase intention of the consumers.

Originality/value

This paper is one of the first that examines the mediating effects of consumer-based brand equity dimensions between source credible online reviews and consumer’s purchase intention. Further, the present study integrates source credibility theory and attribution theory to develop the research model.

Keywords

Citation

Chakraborty, U. (2019), "The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions", Journal of Research in Interactive Marketing, Vol. 13 No. 2, pp. 142-161. https://doi.org/10.1108/JRIM-06-2018-0080

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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