Results 21 to 30 of about 11,382 (192)

The Effect of Endorser Credibility on Brand Credibility, Consumer-based Brand Equity, and Brand Attachment of Smartphone Users [PDF]

, 2017
The purpose of this research is to examine the structural relationships between endorser credibility, brand credibility, consumer-based brand equity, and brand attachment of smartphone users. Grounded in theory of brand signaling, this research provides a better understanding on the extent to which endorsers’ culture and attitude impact on the brand ...
Valaei, N, Nikhashemi, SR
openaire   +2 more sources

Investment in Brand Reinforcement and Credibility in Advertising [PDF]

‫مدیریت بازرگانی, 2013
recognizing the importance of the advertising in brand reinforcement and brand credibility, the authors conduct the present research for understanding the customers’ emotional responses toward the brand reinforcement and credibility and its effect on the
Morteza Maleki, Nasrin Haji hasani
doaj   +2 more sources

CSR Influence on Brand Loyalty in Banking: The Role of Brand Credibility and Brand Identification

Sustainability, 2023
The present research study examines the influence of perceived corporate social responsibility (CSR) on consumer brand loyalty in the banking industry. The present research also examines the indirect relationship between CSR and brand loyalty via brand credibility and brand identification.
Mobin Fatma, Imran Khan
openaire   +2 more sources

Higher Education Branding In Private University In Electronic Word-Of-Mouth At Medan City

Jurnal Akutansi Manajemen Ekonomi Kewirausahaan, 2021
This study aims to determine the effect of brand understanding, brand influence and brand credibility on the selection of private universities in electronic word of mouth, either partially or simultaneously.
Annisha Suvero Suyar, Tapi Rondang Ni Bulan   +1 more
doaj   +1 more source

Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service

Heliyon, 2021
Brand perception is a key element in achieving business success: how a brand is perceived by current and potential users determines what they think and their disposition towards the brand.
M. Alguacil, J. Núñez-Pomar, F. Calabuig, P. Escamilla-Fajardo, I. Staskeviciute-Butiene   +4 more
doaj   +1 more source

Celebrity endorsement in social media contexts: understanding the role of advertising credibility, brand credibility, and brand satisfaction

International Journal of Data and Network Science, 2023
Online tutoring is a new phenomenon in Indonesia that is quite popular at the moment, especially after the pandemic. The emergence of online tutoring for schoolchildren provides families with an alternative option for educating their children; additionally, online learning becomes an effective alternative because it does not pose a health risk during a
Sabar Sutia, Refren Riadi, Tukirin Tukirin, Indry Aristianto Pradipta, Mochammad Fahlevi   +4 more
openaire   +2 more sources

How Can Restaurant Companies Effectively Deliver CSR Efforts to Consumers on Social Media?

Behavioral Sciences, 2023
This study emphasized the source credibility effect on consumers’ responses to restaurant companies’ CSR efforts on social media. Based on the source credibility brand development process (i.e., brand trust, brand affect, and brand engagement), this ...
Sae-Mi Lee, Minseong Kim
doaj   +1 more source

Celebrity Endorsement, Brand Equity, and Green Cosmetics Purchase Intention Among Chinese Youth

Frontiers in Psychology, 2022
The study examined the effect of celebrity attractiveness, celebrity trustworthiness, and celebrity cause fit on the attitude toward green cosmetics. This was followed by the effect of brand awareness, brand associations, brand loyalty, perceived quality,
Zhai Lili, Abdullah Al Mamun, Naeem Hayat, Anas A. Salamah, Qing Yang, Mohd Helmi Ali   +5 more
doaj   +1 more source

The influence of celebrity endorsements on brand love: Exploring the mediating effect of self-brand connection [PDF]

International Journal of Data and Network Science
This research aims to present and validate a comprehensive model of brand love, encompassing its causes and effects. The model is based on a causal approach and includes a well-established construct of the consumer-brand relationship, celebrities ...
Euis Soliha, Harmanda Berima Putra, Khaleel Ibrahim Al-Daoud, Asokan Vasudevan, Sriganeshvarun Nagaraj, A. Vasumathi, Suleiman Ibrahim Shelash Mohammadi   +6 more
doaj   +1 more source

The mediating role of self-brand connection and brand identity in the relationship between brand credibility and brand loyalty

Ho Chi Minh City Open University Journal of Science - Economics and Business Administration, 2020
Brand loyalty has a crucial role in the business and wins the mind of the customers is the key mission of any brand. On the other hand, consumers use brands to express themselves, position and integrate the brand image into their own identity.
Nguyen Ngoc Dan Thanh, Nguyen Duc Thanh, Le Thi Thanh Thuy, Do Minh Thuy, Nguyen Thi Thanh Thao, Tong Nguyen Phuong Thanh   +5 more
doaj   +1 more source