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1 – 10 of over 21000This study aims to investigate the relationships among corporate-brand credibility, product-brand personality, and purchase intention, specifically in China's auto industry. A…
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.
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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 corporate…
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.
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Poul Erik Flyvholm Jørgensen and Maria Isaksson
The research aims to draw a detailed picture of how international corporate banks and financial institutions approach image advertising to enhance impressions of their credibility…
Abstract
Purpose
The research aims to draw a detailed picture of how international corporate banks and financial institutions approach image advertising to enhance impressions of their credibility. The purpose of the work is twofold, namely to demonstrate how corporate credibility can be conceptualised and made operational for strategic communication, and how the operational categories are utilised in the planning of recent image advertising campaigns in Europe.
Design/methodology/approach
A reconceptualised model of credibility dimensions was first proposed to obtain a collection of operational appeal forms. A corpus of 74 print adverts was then analysed in order to establish how financial marketers use the appeal forms to strengthen their corporate reputations. The patterns of credibility appeals obtained were then linked to the supporting visuals to provide a fuller picture of the industry's current praxis for portraying its expertise, trustworthiness and empathy.
Findings
The results reveal an overwhelming focus in both text and images on recounting companies' achievements and competencies at the expense of providing assurance of their integrity, truthfulness or attention to clients' needs. There is also clear evidence that corporate advertising is in fact strongly focussed on communicating credibility with less than 10 percent of discourse and visuals devoted to credibility‐free themes and issues.
Research limitations/implications
The study takes a production perspective, using discourse and rhetorical analysis to determine how corporate documents are planned and executed. The data do not thus explain how advertising professionals distinguish between credibility appeals or how their target audiences recognise or respond to text and images communicating credibility.
Practical implications
The results of the research are intended to bring increased attention to the rhetorical options for managing reputations and their potential effects on corporate credibility discourse.
Originality/value
The study demonstrates how dimensions of credibility can be conceptualised at a level relevant both to practitioners and to academic writing courses. Additionally, the application of the credibility appeals disconfirms the expectation that financial services providers are increasingly branding themselves to the market on the basis of their character and concern for customers' well‐being.
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– The purpose of this paper is to prove the existence of significant differences between private and public corporate credibility antecedents and effects.
Abstract
Purpose
The purpose of this paper is to prove the existence of significant differences between private and public corporate credibility antecedents and effects.
Design/methodology/approach
Totally, 816 Spanish viewers’ valuations were obtained (408 for the public television network and 408 for four private first generation broadcasters). Results show that some corporate reputation antecedents (perceived quality) and effects (attitudes) are stronger when private broadcasters are considered.
Findings
Result show that proposed credibility reputation antecedents and effects are significant and that some differences between private and public entities really do exist.
Research limitations/implications
To enhance a television network's reputation managers can follow two different but related paths: improve the quality and improve the consistency of the network's visual identity. That is, they should act on both content and form. However, public or private commercial broadcasters should emphasize different ways.
Practical implications
The general impressions subsumed under the concept of corporate credibility are used to easily and automatically evaluate particular offers.
Originality/value
Show, in the broadcasting industry, that new challenges and responsibilities for public broadcasting services in this new digital era of liberalization do really exist compared to private companies.
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Sadia Jahanzeb, Tasneem Fatima and Muhammad Mohsin Butt
The aim of this study is to test a holistic model that investigates the direct influence of service quality on building consumer based brand equity, along with the mediating role…
Abstract
Purpose
The aim of this study is to test a holistic model that investigates the direct influence of service quality on building consumer based brand equity, along with the mediating role of corporate credibility and perceived value.
Design/methodology/approach
A self‐administrated questionnaire was used to collect data from the customers of local and foreign banks in the Islamabad and Rawalpindi regions of Pakistan. The hypothesized relationships were tested using structural equation modeling procedure.
Findings
The results suggest that perceived value and corporate credibility fully mediate the relationship between perceived service quality and consumer based brand equity.
Practical implications
This study is managerially important for two reasons. First, it will help managers to focus on a more integrated and holistic approach in building consumer based brand equity of their service firms. Second, it will provide clear guidelines for managers regarding how investments in different aspects of important marketing constructs can influence consumer preferential relations with a brand.
Originality/value
This research is probably the first to investigate a holistic model that explores the causal relationships among service quality, perceived value, corporate credibility and consumer based brand equity of service organizations.
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Jaskirat Singh Rai, Heetae Cho, Anish Yousaf and Maher N. Itani
It is not possible for every fan of a sport to watch matches at stadiums because of the capacity and location constraints. Furthermore, although sport fans could not physically…
Abstract
Purpose
It is not possible for every fan of a sport to watch matches at stadiums because of the capacity and location constraints. Furthermore, although sport fans could not physically attend sporting events during the COVID-19 pandemic, corporations still showed interest in sponsoring such events. To better understand this phenomenon, this study examined the effects of fans' event involvement on event reputation, event commercialization, corporate brand credibility, corporate brand image and purchase intentions of the corporate sponsor brand.
Design/methodology/approach
A total of 646 responses were collected from fans of Indian Premier League teams. Confirmatory factor analysis and covariance-based structural equation modelling analyses were conducted on the collected data.
Findings
Results showed that fans' involvement in televised sporting events had a positive influence on the events' reputation, which, in turn, had a significant impact on their corporate brand credibility and image. Furthermore, the corporate brand credibility and image had a positive impact on the fans' purchasing decisions.
Originality/value
This study provides valuable implications for marketing managers aiming to enhance their understanding of the impact of event sponsorship on corporate brands. In addition, the findings provide insight into how to support the development of effective sponsorship strategies in the future. The results suggest that sponsoring companies should consider maintaining the credibility and image of their brands to achieve the desired outcomes from sponsoring such sporting events.
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Aluisius Hery Pratono and Godo Tjahjono
The purpose of this paper is to determine the impact of corporate brand equity and corporate brand credibility on customer’s intention to donate the charity program. To understand…
Abstract
Purpose
The purpose of this paper is to determine the impact of corporate brand equity and corporate brand credibility on customer’s intention to donate the charity program. To understand the complex relationship, this study points out the moderating effect of the materialistic attitude.
Design/methodology/approach
The empirical study involved a survey of young customers in Indonesia telecommunication industry. The data collection involved face-to-face interviews among 409 respondents in Jakarta Indonesia between December 2015 and January 2016.
Findings
This study indicates a positive impact of corporate brand equity and brand credibility on their customers’ intention to support the social charity. However, materialistic attitude slightly changes the impact direction of corporate brand on the customers’ intention to participate.
Research limitations/implications
This research relies on a cross-sectional observation, which was one snapshoot observation in specific time. Second, this study uses interview to help the respondents understand the questionnaires; this may imply on the level of objectiveness of respondents.
Practical/implications
This paper extends the discussion on the altruism theory and corporate brands by establishing a critical linkage between materialistic attitude, corporate brand credibility and consumers’ intention to charity. Under high materialistic attitude, corporations are encouraged to promote strong business ethics.
Originality/value
This study makes a contribution to the deepening understanding on altruism theory and conscious corporate responsibility through raising a concern on marketing practices, which entails a potential fraud from charity ethics.
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Lisa Dalla-Pria and Isabel Rodríguez-de-Dios
When communicating CSR initiatives on social media, companies need to choose the appropriate source and type of messages. Over the last few years, influencers have emerged as a…
Abstract
Purpose
When communicating CSR initiatives on social media, companies need to choose the appropriate source and type of messages. Over the last few years, influencers have emerged as a relevant endorser for CSR messages, but there is a lack of research investigating their effectiveness. Hence, the purpose of the study is to analyze how the type of source and message framing on social media influence message credibility, corporate reputation (CR) and word-of-mouth (WOM).
Design/methodology/approach
An online experiment with 2 (source: influencer vs corporate) × 2 (CSR frame motives: values-driven vs performance-driven) between-subject design was conducted among 200 participants.
Findings
Results showed that the type of source does not affect message credibility or CR but a corporate source generates more WOM. Moreover, values-driven motives increase CR and generate more WOM. However, the type of frame motives does not impact message credibility.
Originality/value
The current paper tests the effect of framing and source when communicating CSR on social media. The paper shows that overall an effective CSR communication should be posted by a corporate source and framed by values-driven motives. Hence, the study contributes to the contemporary literature regarding CSR communication and provides practical implications for companies.
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Hossein Mansouri, Abdullah Rasaee Rad, Rodoula H. Tsiotsou and Maizaitulaidawati Md Husin
The study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and…
Abstract
Purpose
The study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and team brand equity on patronage intentions of professional football teams.
Design/methodology/approach
An online survey collected data from 331 football fans of the Persian Gulf Premier League (PGPL) in Iran. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).
Findings
The findings revealed that corporate social responsibility (CSR) is able to influence brand equity, brand credibility and patronage intentions. Also, brand equity and brand credibility were found to be positively related to patronage intentions. In addition to that, the findings show that brand equity and team credibility partially mediate the relationship between CSR and patronage intentions.
Practical implications
The findings provide valuable insights to sports teams/club managers aiming to attract new fans and retain current ones by investing in CSR and enhancing brand credibility and equity. Strategies to integrate CSR into relationship marketing and brand management are outlined.
Originality/value
This study empirically highlights the critical role of adhering to CSR and the effects of brand credibility and equity in enhancing patronage intentions among football team fans.
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Virginia Harrison, Michail Vafeiadis, Pratiti Diddi and Jeff Conlin
While research has shown that corporate social responsibility (CSR) can enhance a company's reputation, less is known about the effects of CSR communication on nonprofits. Hence…
Abstract
Purpose
While research has shown that corporate social responsibility (CSR) can enhance a company's reputation, less is known about the effects of CSR communication on nonprofits. Hence, the current study seeks to understand how corporate reputation, message credibility and message source may impact consumers' attitudinal and behavioral intentions toward nonprofits.
Design/methodology/approach
A 2 (corporate reputation: low vs high) × 2 (CSR communication source: newspaper blog vs nonprofit blog) between-subjects online experiment was conducted. Real-world corporations (Toyota and Volkswagen) and a nonprofit (World Wildlife Fund) were chosen based on a pretest.
Findings
Nonprofit reputation increased after reading a CSR message, especially when it involved a partnership with a low-reputation corporation. Nevertheless, CSR partnerships with high-reputation corporations evoked higher volunteer intentions. Message credibility mediated the relationship between corporate reputation and nonprofit reputation. When the communication source was the nonprofit and the partnership involved a high-reputation corporation, positive evaluations of nonprofit likeability and competence resulted.
Practical implications
Nonprofit communication managers should understand the merit of communicating CSR partnerships with their constituents, regardless of medium. Additionally, the choice of a corporate partner is important for certain nonprofit outcomes. Lastly, message credibility is another important factor that should be considered.
Originality/value
The study bridges literature in communications that typically examines CSR by focusing on its effects on corporate outcomes with literature in nonprofit management that looks at nonprofit outcome measures. This study demonstrated that nonprofit–corporate alliances can also influence nonprofit reputation and donation/volunteer intentions based on the reputation of the corporate partner.
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