Results 41 to 50 of about 11,382 (192)

The role of brand trust within related and unrelated brand extension activities : a consumer perspective [PDF]

, 2003
The research examines the structure of consumer-brand `trust', and the concept's role within brand extension evaluation decisions, an association largely neglected within existing consumer brand extension literature.
Reast, Jon David
core  

Societal communication and brand equity [PDF]

Previous research on corporate social responsibility generally acknowledges that consumers develop more favourable perceptions of responsible firms.
Florence Benoît-Moreau, Béatrice Parguel   +1 more
core   +2 more sources

How Influencer Content Credibility Drives Brand Co-creation: Do Social Presence and Consumers’ Psychological Well-being Matter?

SAGE Open
With the advancement of social media, influencer content credibility can potentially drive consumer participation in brand co-creation. However, the impact of influencer content credibility on brand co-creation is underexplored, particularly the ...
Jerum William Kilumile, Li Zuo, Johakim Katekele John   +2 more
doaj   +1 more source

Brand Awareness, Social Media Marketing, and Purchase Intent: Does Credibility Mediate the Impact?

Indonesian Interdisciplinary Journal of Sharia Economics
This study investigates the impact of social media marketing and brand awareness on purchase intention with influencer credibility as a mediating variable. Quantitative methodologies were implemented during the investigation.
Larasati Larasati, Wiyadi Wiyadi, Rini Kuswati, Edy Purwo Saputro   +3 more
doaj   +1 more source

The influence of Instagrammers’ recommendations on healthy food purchase intention: The role of consumer involvement

Management Letters/Cuadernos de Gestión, 2023
This article examines the impact of digital influencers´ recommendations, especially Instagrammers, on the purchase intention of healthy food. In addition to the direct influence of source credibility on behavioral intention, the study also examines the ...
Belem Barbosa, Edar Añaña
doaj   +1 more source

Analyzing the Effect of Celebrity Endorsement on Purchase Intention: The Role of Attitude toward the Brand and Brand Congruity

Journal of Management and Entrepreneurship Research
Objective: Grounded in the Theory of Planned Behavior (TPB) and the Match-Up Hypothesis, this study examines how celebrity endorsement credibility influences consumers’ purchase intention, with attitude toward the brand as a mediating variable and brand ...
Budhi Haryanto, Nuning Kristiani, Ahmad Ikhwan Setiawan, Amina Sukma Dewi, Siti Khoiriyah, Haryanto Haryanto   +5 more
doaj   +1 more source

Peran Brand Credibility Sebagai Mediasi Pengaruh Strategi Celebrity Endorsement Terhadap Brand Equity

Jurnal Manajemen Teori dan Terapan, 2019
The celebrity endorsement strategy is considered as one of the promotional tools attract consumers. However, the effectiveness of these strategies in forming brand equity is still questionable.
Deandra Vidyanata
doaj   +1 more source

Influencer marketing: a study of Gen Z’s experiences and purchase decisions in the United Arab Emirates fashion industry

Cogent Business & Management
The role of social media influencers is becoming pivotal in shaping Generation Z’s consumer behavior in the fashion industry.This study explores how specific influencer attributes such as credibility, authenticity, empathy, engagement, and relevance ...
Asha Sunilkumar, Senthilkumaran Piramanayagam, Song Bee Lian, Bhakti More, Taramol K.G.   +4 more
doaj   +1 more source

Analisis Pengaruh Brand Credibility dan Brand Resonance Terhadap Brand Loyalty Merek Produk Kosmetik Wardah Di Soloraya [PDF]

, 2022
The purpose of this writing is to analyze the influence of brand credibility and brand resonance for brand loyalty on cosmetic products Wardah in Soloraya.
, Dr. Moechammad Nasir, S. E., M.M, Hapsari, Ouknes Widyawati Atiqah   +1 more
core  

Credibility Perception of Viewers and Brand Equity: A Case Study of Private News Channels in Karachi

JISR Management and Social Sciences & Economics, 2010
This research studies the key indicators of brand credibility of a selected number of private news channels and aims to reveal the association of brand credibility with the brand equity of these channels.
Talha Chishti, Mustaghis ur Rahman
doaj   +1 more source