Results 231 to 240 of about 6,956 (257)

Celebrity endorsement, brand credibility and brand equity

European Journal of Marketing, 2011
PurposeThis research aims to examine the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus sub‐brand) employed by the endorsed brand on the endorser credibility‐brand equity relationship are also to be examined.
Spry, Amanda, Pappu, Ravi, Cornwell, Bettina   +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
openaire   +1 more source

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
openaire   +1 more source

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
openaire   +1 more source

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
openaire   +2 more sources

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.
openaire   +1 more source

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 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
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