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The role of brand images in consumer practices: uncovering embedded brand strength

✍ Scribed by Iglesias, Oriol; Rindell, Anne; Korkman, Oskar; Gummerus, Johanna

Book ID
120604225
Publisher
Emerald Group Publishing Limited
Year
2011
Tongue
English
Weight
227 KB
Volume
20
Category
Article
ISSN
1061-0421

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✍ Tae Hyun Baek; Jooyoung Kim; Jay Hyunjae Yu 📂 Article 📅 2010 🏛 John Wiley and Sons 🌐 English ⚖ 107 KB

## 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