Results 171 to 180 of about 11,382 (192)

The Impact of TV Advertising on Brand Credibility

2020
Due to Nielsen cross-channel report, there is overall growing media consumption. Driving, that is, a growth in digital consumption. There is assumption that consumers replace TV screens to spend more time on social media. Another marketer’s assumption said that while TV is a great place to run big international marketing campaigns, digital video and ...
Eva Kicova, Viera Bartosova, Jozsef Popp
openaire   +1 more source

The Role of Brand Credibility on Purchase Intention

SSRN Electronic Journal, 2014
The purpose of this study is to identify those main factors that influence upon purchase intention of customers specifically in fast food sector. The variables which were selected for this research were perceived quality, customer value, perceived risk and purchase intention.
openaire   +1 more source

The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands

Journal of Advertising, 2000
Abstract Advertisers frequently use endorsers or spokespersons as credible sources to influence consumers' attitudes and purchase intentions. Corporate credibility-the reputation of a company for honesty and expertise-is another type of source credibility that can influence consumer reactions to ads and shape brand attitudes. The present study assessed
Ronald E. Goldsmith, Barbara A. Lafferty, Stephen J. Newell   +2 more
openaire   +1 more source

Building brand credibility: The role of involvement, identification, reputation and attachment

Journal of Retailing and Consumer Services, 2022
Sebastian Molinillo, Arnold Japutra, Yuksel Ekinci   +2 more
exaly  

Brand credibility measurement: A new measure for brand equity/brand value: Part 2

Journal of Brand Strategy, 2015
A company's brand credibility is an important measure that should determine the value of the company, replacing goodwill and other similar brand equity measures that are too nebulous to measure. ‘Brand credibility’ is more specific because ‘credible’ means ‘expertise’ and ‘trust’ — traits that can be measured.
openaire   +1 more source

Green information quality and green brand evaluation: the moderating effects of eco-label credibility and consumer knowledge

European Journal of Marketing, 2021
Prashant Kumar, Michael Jay Polonsky, Yogesh K Dwivedi   +2 more
exaly  

Effects of parasocial interaction, brand credibility and product involvement on celebrity endorsement on microblog

Asia Pacific Journal of Marketing and Logistics, 2021
Wanqi Gong
exaly  

The Study of Brand Credibility and Brand Awareness as Positive Predictors for Brand Loyalty

Nigerian Chapter of Arabian Journal of Business and Management Review, 2014
Aqeel Ahmad, Naveed Ahmad, Muhammad Nadeem   +2 more
openaire   +1 more source

The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions

Sustainability, 2021
Ying-Kai Liao, Wann-Yih Wu, Wu Wann-Yih   +2 more
exaly  

IMPACT OF FEMVERTSING ON BRAND CREDIBILITY, BRAND AUTHENTCITY AND PURCHASE INTENTION

Global Fashion Management Conference, 2023
Poulis Athanasios, Panopoulos Anastasios, Theodoridis Prokopis, Ann-Kathrin Schmitt   +3 more
openaire   +1 more source