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Celebrity credibility, brand credibility and brand equity [PDF]

, 2023
Brand equity has emerged as a priority area in the marketing discipline, leading to calls for research identifying strategies for building brand equity. Several researchers have emphasised the importance of brand associations in building brand equity. Celebrity endorsement represents one tool marketers can use 10 develop and maintain appropriate brand ...
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Relationship of Brand Credibility with Brand Loyalty

Academic Journal of Social Sciences (AJSS ), 2020
Globalization has turned the world into a small village, giving access to everyone for everything. World is now becoming brand less as organizations are facing the problem of brand loyalty throughout the world. Pakistan being a developing country who is also facing the same problem.
M. Ikram Ul Haq, Sofia Safdar, Muhammad Zulqarnain, Jawairia Mukhtar   +3 more
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Brand Credibility, Brand Consideration, and Choice

Journal of Consumer Research, 2004
We examine the role of brand credibility (trustworthiness and expertise) on brand choice and consideration across multiple product categories that vary in regard to potential uncertainty about attributes and associated information acquisition costs and perceived risks of consumption.
Tülin Erdem, Joffre Swait
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Brand Emotional Credibility: Effects of Mixed Emotions about Branded Products with Varying Credibility

Psychological Reports, 2013
This research investigates the effects of mixed emotions on the positioning and on the intention to purchase different categories of branded products (i.e., Attractiveness-products, Expertise-products, and Trustworthiness-products), in relation to their main component of credibility (Ohanian, 1990).
MILETI, Antonio, PRETE, MARIA IRENE, GUIDO, Gianluigi   +2 more
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Gender and credibility in branded storytelling

Gender in Management: An International Journal, 2019
Purpose This paper aims to explore gender differences regarding how men and women perceive the story of a CEO and a customer of different genders in audio advertising. Design/methodology/approach A Web-based three-way factorial experiment was designed with three storyteller types (founder’s story, customer’s story vs informational ad), story teller ...
Jin-Ae Kang, Glenn T. Hubbard, Sookyeong Hong   +2 more
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The impact of endorser and brand credibility on consumers’ purchase intention: the mediating effect of attitude towards brand and brand credibility

Journal of Marketing Communications, 2019
Fierce competition within the fashion industry compels apparel companies to formulate a variety of marketing strategies to entice consumers, enhancing their purchase intention (PI).
Phaik Nie Chin, Salmi Mohd Isa, Yasmin Alodin   +2 more
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Relationship of brand credibility and brand loyalty: the mediating effects of attitude toward brand

Journal of Economic and Administrative Sciences, 2022
PurposeCurrent research addresses the issue of brand loyalty while identifying its potential predictors. The research also examines the direct impact of brand credibility on brand loyalty and attitude toward brand and the direct impact of attitude toward brand and on brand loyalty respectively.
M. Ikram Ul Haq, Abdul Khaliq Alvi, Muhammad Akram Somroo, Nadeem Akhtar, Ashfaque Ahmed   +4 more
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Brand Trial After a Credibility Change [PDF]

Journal of Advertising Research, 1970
In most frequently purchased, branded product markets, the consumer has little to choose from in terms of significantly differentiated products. The staggering array of manufacturers’ claims and counter claims of brand superiority seems to leave consumers somewhat bewildered or cynical. What would happen if the credibility of the appeals made on behalf
Armstrong, J. Scott, Montgomery, David B
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The Credible Brand Model: The Effects of Ideological Congruency and Customer-Based Brand Equity on News Credibility

American Behavioral Scientist, 2010
This study proposes and tests the credible brand model (CBM), which explicates the effects of customer-based brand equity and ideological congruency on audiences’ perceptions of the credibility of news media outlets and the believability of their messages.
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The relationship of reputation and credibility to brand success

Journal of Consumer Marketing, 1993
Considers the importance of a firms′ reputation to the success or failure of its brands; the effect on the firm′s brand when a firm′s reputation decays; how important it is for a firm to maintain or advance I reputation; how a brand′s reputation can be transferred to other products.
Paul Herbig, John Milewicz
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