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Article
Publication date: 11 March 2021

Prashant Kumar, Michael Polonsky, Yogesh K. Dwivedi and Arpan Kar

This study aims to examine the effects of three green information quality dimensions – persuasiveness, completeness and credibility – on green brand evaluation and whether…

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1028

Abstract

Purpose

This study aims to examine the effects of three green information quality dimensions – persuasiveness, completeness and credibility – on green brand evaluation and whether this is mediated by green brand credibility. It also examines the moderating effects of eco-label credibility and consumer knowledge on green information quality dimensions and green brand credibility relationships.

Design/methodology/approach

Using a structured questionnaire on environmentally-friendly electrical goods/electronics, cosmetic and apparel product advertisements, involving an elaboration task, this study collected usable data from 1,282 Indian consumers across 50 cities. It also undertook an assessment for three different product groups using structural equation modelling to examine proposed hypotheses and assessed moderated mediation using the Hays process model.

Findings

The study indicates that: green brand credibility mediates the effects of green information quality dimensions on green brand evaluation; consumer knowledge moderates the effects of persuasiveness and completeness on green brand credibility and eco-label credibility moderates the effects of persuasiveness and credibility on green brand credibility.

Research limitations/implications

In green information processing, this study supports the relevance of the elaboration likelihood model and the mediation effect of green brand credibility. It also presents evidence that credible eco-labels enhance green information processing. While the results are broadly consistent across the three product categories, the results may only generalizable to the environmentally-aware urban populations.

Practical implications

Help brand managers to design advertisements that add brand credibility in environmentally-aware urban markets.

Originality/value

It helps to define green information quality and the interacting effects of eco-label credibility and consumer knowledge in green information processing.

Details

European Journal of Marketing, vol. 55 no. 7
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 18 May 2021

Cristela Maia Bairrada, João Fontes da Costa, Rui Manuel Santos and Arnaldo Coelho

The purpose of this paper is to present a conceptual model that intends to identify the determinants and consequences of brand credibility, specifically in the…

Abstract

Purpose

The purpose of this paper is to present a conceptual model that intends to identify the determinants and consequences of brand credibility, specifically in the pharmaceutical industry.

Design/methodology/approach

The hypotheses developed according to the proposed model were tested through an online questionnaire and answered by 225 individuals from Portugal.

Findings

The results show that the credibility of brand communication, perceived quality and brand familiarity are the key components that contribute most to the creation of a credible brand. Regarding consequences, this study confirms that, in the face of a credible brand, consumers are more willing to repeat the purchase, to pay more for it and to promote their opinion among other consumers.

Originality/value

This research innovates by presenting, for the first time, a conceptual model of brand credibility specific to the non-prescription medicines market, thus contributing to a better understanding of this issue by companies and brand managers of the pharmaceutical industry.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 15 no. 2
Type: Research Article
ISSN: 1750-6123

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Book part
Publication date: 20 January 2011

Xuehua Wang and Zhilin Yang

This study aims to investigate the relationships among corporate-brand credibility, product-brand personality, and purchase intention, specifically in China's auto…

Abstract

This study aims to investigate the relationships among corporate-brand credibility, product-brand personality, and purchase intention, specifically in China's auto industry. A large-scale survey was conducted in four major Chinese Mainland cities: Beijing, Shanghai, Guangzhou, and Chengdu. A total of 800 questionnaires were distributed for the study. Ultimately, 477 usable cases were collected for a 60 percent response rate. Results reveal that corporate-brand credibility and product-brand personality have direct positive effects on purchase intention. Furthermore, corporate-brand credibility acts as a positive moderator in the relationship between product-brand personality and purchase intention. This chapter offers new theoretical insights into the influential factors affecting consumers' purchase intentions by testing the moderating effect of corporate-brand credibility in the relationship between product-brand personality and purchase intention. It further provides useful suggestions to companies on brand credibility and personality issues.

Details

International Marketing
Type: Book
ISBN: 978-0-85724-448-2

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Article
Publication date: 25 November 2020

Wanqi Gong

This study explores the influence of parasocial interaction (PSI), brand credibility and product involvement on celebrity endorsement, and how PSI interacts with brand and…

Abstract

Purpose

This study explores the influence of parasocial interaction (PSI), brand credibility and product involvement on celebrity endorsement, and how PSI interacts with brand and product factors and affects celebrity endorsement synthetically.

Design/methodology/approach

This study employs a 2 (high/low product involvement) by 2 (high/low brand credibility) between-subjects factorial design experiment to test the hypotheses.

Findings

Brand credibility has a positive effect on followers' attitudes toward advertising and products, and product involvement influences its moderation. PSI has salient positive effects on followers' attitudes and behavioral intention, regardless of high/low product involvement. Brand credibility mediates PSI's influence on celebrity endorsement.

Research limitations/implications

The results reinforce the significant effect of PSI on endorsement effectiveness and brand credibility, show the influence of brand credibility and product involvement and show how their influence conditionally interacts with others.

Practical implications

The corporate advertiser should prefer a high PSI celebrity as their endorser. The advertising message design on the microblog also deserves the attention of advertisers.

Originality/value

This study is the primary attempt to construct an integral model to demonstrate the synthetic effect and interaction process of consumers' perception of the endorser, brand and product category factors on celebrity endorsement within the social media context.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 6
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 16 July 2020

Shahzeb Hussain, T.C. Melewar, Constantinos Vasilios Priporas and Pantea Foroudi

This paper aims to use signalling theory to examine the concept of advertising credibility and its effects on brand credibility, brand image, corporate credibility and…

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1181

Abstract

Purpose

This paper aims to use signalling theory to examine the concept of advertising credibility and its effects on brand credibility, brand image, corporate credibility and corporate image.

Design/methodology/approach

A qualitative approach was used. Ten interviews and four focus groups were conducted among participants drawn from the London area. The data was analysed using thematic analysis.

Findings

The findings suggest that advertising credibility is defined using terms like accurate, caring, competent, complete, convincing, ethical, honest, impressive, promising, reliable and warranted. The findings also suggest that advertising credibility has a positive effect on brand credibility, brand image, corporate credibility and corporate image. However, these effects are lower when the brand and corporation have different names than when they have similar names. The dissimilarity of names can also provide some benefit, especially when brands or firms are faced with a crisis. The findings also illustrate that the theoretical model used in this study is valid, and suggest that advertising credibility has positive effects on other constructs.

Originality/value

Advertising credibility has received little attention in the literature. There is also little attention on its effects on other credibility constructs. This study minimises these gaps by conducting qualitative research to explore the effects of advertising credibility on brand credibility, corporate credibility and corporate image.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 4 February 2020

Ankur Srivastava, Dipanjan Kumar Dey and Balaji M.S.

The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It…

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1061

Abstract

Purpose

The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It further examines three drivers of brand credibility: perceived globalness, perceived local iconness and perceived authenticity.

Design/methodology/approach

A structured questionnaire was used for data collection. Systematic random sampling using the mall intercept technique was used to collect cross-sectional data from 836 customers in India. Hypotheses were tested by using structural equation modeling with AMOS 21.

Findings

The results demonstrate the significance of brand credibility on purchase intentions. Furthermore, brand globalness differentially influence brand credibility for global and domestic brands.

Research limitations/implications

The findings provide key insights for marketers regarding consumer evaluation of global brands and domestic brands in emerging markets.

Originality/value

This study contributes to the literature by proposing and testing the key role of brand credibility in consumer choice of global brands versus domestic brands in an emerging market context.

Details

Journal of Product & Brand Management, vol. 29 no. 7
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 23 August 2020

Charitha Harshani Perera, Rajkishore Nayak and Long Thang Van Nguyen

The growing competitive environment in which higher education institutes are immersed has caused them to strengthen their competitive position of a brand and its equity in…

Abstract

Purpose

The growing competitive environment in which higher education institutes are immersed has caused them to strengthen their competitive position of a brand and its equity in emerging countries. However, there are several contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. The purpose of this paper is to investigate the structural relationship between subjective norms, electronic word-of-mouth (eWOM), perceived brand credibility and brand equity, taking cross-culturally comparisons between Sri Lanka, and Vietnam.

Design/methodology/approach

A survey was used to collect data from a sample of 800 undergraduates of private higher education institutions in Sri Lanka and Vietnam in 2019. These data were gathered using purposive sampling and analyzed using a structural equation model. A total of 768 questionnaires were considered valid. In testing the hypothesis and structure among the variables, structural equation modelling was used to determine the relationship between subjective norms, eWOM, perceived brand credibility and brand equity for the higher education institutes in emerging countries.

Findings

For the conceptual framework, the author found that this structural equation model complies with the empirical data. The structural equation model shows that subjective norms, eWOM and perceived brand credibility were significantly related to brand equity. Perceived brand credibility was found to be the mediating variable. Further, the location was found to moderate the relationship between perceived brand credibility and brand equity, highlighting that Vietnamese students are more relying on perceived brand credibility in creating brand equity than their Sri Lankan counterparts.

Research limitations/implications

The study was conducted at private higher education institutes in Sri Lanka and Vietnam. Future research could benefit from perceptions of undergraduates in public higher education institutes. This study discusses the implications of developing branding strategies for higher education institutions.

Originality/value

The current research contributes to the services marketing and branding literature in the higher education context. The paper presents the crucial elements in building brand equity for higher education institutes to fill the existing gaps in higher education branding literature. The findings of the current study provide strategies to improve the higher education sector.

Details

International Journal of Educational Management, vol. 35 no. 1
Type: Research Article
ISSN: 0951-354X

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Article
Publication date: 31 May 2011

Amanda Spry, Ravi Pappu and T. Bettina Cornwell

This research aims to examine the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the…

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72787

Abstract

Purpose

This research aims to examine the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus sub‐brand) employed by the endorsed brand on the endorser credibilitybrand equity relationship are also to be examined. The endorser credibilitybrand equity relationship was developed using associative learning principles whereas the brand signalling theory is applied to examine the mediating role of brand credibility.

Design/methodology/approach

The conceptual framework was tested using a field experiment. Data were collected using a mall‐intercept approach at a shopping centre from a sample of consumers in a metropolitan Australian city. The data were analysed using structural equation modelling.

Findings

Results suggest endorser credibility has an indirect impact on brand equity when this relationship is mediated by brand credibility. This mediating relationship was moderated by type of branding. However, the “endorser credibilitybrand credibility” and “endorser credibilitybrand equity” relationships did not vary according to the type of branding employed.

Practical implications

In support of past findings, the present study shows that a celebrity endorser should be one who is perceived as credible based on their attractiveness, expertise and trustworthiness. Moreover, in this research, even a moderately low credibility endorser proved to be able to build the brand.

Originality/value

The present study is one of the first to empirically examine and confirm the impact of endorser credibility on brand credibility and consumer‐based brand equity.

Details

European Journal of Marketing, vol. 45 no. 6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 12 June 2017

Murad Mohammed Al-Nashmi and Abdulkarim Abdullah Almamary

In an effort to build a useful conceptual framework that enhances understanding and permits practical application of ethics, this paper aims to understand the relationship…

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1482

Abstract

Purpose

In an effort to build a useful conceptual framework that enhances understanding and permits practical application of ethics, this paper aims to understand the relationship and impact of Islamic marketing ethics on brand credibility. Nowadays, recognizing the ethical dilemmas associated with business is an important aspect of marketing strategy (Murphy et al. 2012). As known, the pharmaceutical industry has access to a deep pool of resources with the potential to maintain an esteemed reputation for offering innovative products that improve the public’s health and well-being (Kim and Ball, 2013). However, recent years have yielded several high-profile safety issues associated with particular medications along with a growing perception that pharmaceutical companies are unethical and drive up healthcare costs by prioritizing profits over consumer needs (USA Today/KFF/Harvard SPH, 2008). Therefore, the reputation of the pharmaceutical industry has been damaged with only 11 per cent of individuals considering pharmaceutical companies to be trustworthy (Harris Interactive Poll, 2010). Thus, the pharmaceutical industry in Yemen is the target of this paper and the relationship between its brandscredibility and Islamic marketing ethics has been highlighted.

Design/methodology/approach

In a study of 106 respondents, exploratory and confirmatory factor analysis were conducted to understand the relationship, between brand credibility and Islamic marketing ethics. Correlation and regression analyses were performed to evaluate the hypothesized relationships between the variables.

Findings

Significant and positive relationships were confirmed between brand credibility and Islamic marketing ethics, namely, Annasihah, Al-Istiqamah, Al-E’etedal, Al-Ihsan, As-Sidq, Attaqwa and Al-Amanah. The eighth Islamic marketing ethic, Attasamoh, has been rejected.

Originality/value

The paper evaluates brand credibility in relation to Islamic marketing ethics in the pharmaceutical industry in Yemen. Islamic marketing ethics have been confirmed as a new variable that correlates with brand credibility and helps in boosting the level of credibility.

Details

Journal of Islamic Marketing, vol. 8 no. 2
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 31 August 2012

Abdullah Alam, M. Usman Arshad and Sayyed Adnan Shabbir

The purpose of this paper is to study brand credibility, customer loyalty and the impact of religious orientation in the Pakistani setting.

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4041

Abstract

Purpose

The purpose of this paper is to study brand credibility, customer loyalty and the impact of religious orientation in the Pakistani setting.

Design/methodology/approach

In a study of 263 respondents, exploratory and confirmatory factor analyses were conducted in order to check the fit of the data and the presence of common method variance. Correlation and hierarchical regression analysis was performed to evaluate the hypothesized relationships between the variables.

Findings

Significant and positive relationships were observed between trustworthiness and brand credibility, perceived quality and brand credibility, brand credibility and customer loyalty, religious orientation and customer loyalty. Brand credibility was also found to mediate the relationship between trustworthiness, perceived quality and customer loyalty. Religious orientation was observed to moderate the relationship between trustworthiness and brand credibility.

Originality/value

The paper evaluates brand credibility and customer loyalty in relation to trustworthiness and perceived value in a Pakistani setting. Religious orientation is a term coined up for this research and its impact as a moderator is also evaluated.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 24 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

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