✦ LIBER ✦

The differential roles of brand credibility and brand prestige in consumer brand choice

✍ Scribed by Tae Hyun Baek; Jooyoung Kim; Jay Hyunjae Yu

Publisher: John Wiley and Sons
Year: 2010
Tongue: English
Weight: 107 KB
Volume: 27
Category: Article
ISSN: 0742-6046
DOI: 10.1002/mar.20350

No coin nor oath required. For personal study only.

✦ Synopsis

Abstract

This study explores how brand credibility and brand prestige affect brand purchase intention and empirically investigates how the combinatory mechanism of brand credibility and brand prestige materialize across multiple product categories. The proposed model of six latent constructs is tested with structural equation modeling analysis: brand credibility, brand prestige, perceived quality, information costs saved, perceived risk, and brand purchase intention. The results suggest that both brand credibility and brand prestige positively influence brand purchase intention through perceived quality, information costs saved, and perceived risk under different product categories representing the high and low self‐expressive nature. Several implications for advertising messages and brand positioning strategies are discussed. © 2010 Wiley Periodicals, Inc.

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