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Journal articles on the topic 'Brand credibility'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Kashif, Muhammad, P. M. P. Fernando, Sarminah Samad, and Ramayah Thurasamy. "Finding greener grass on the other side of hill." Asia Pacific Journal of Marketing and Logistics 30, no. 4 (2018): 988–1012. http://dx.doi.org/10.1108/apjml-10-2017-0231.

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Purpose The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to investigate donor perceived brand equity of charity brands. Design/methodology/approach In a cross-sectional research design, a survey-based research strategy is followed to collect data from 448 active Muslim donors in Pakistan. The collected data are analysed by employing confirmatory factor analysis based on Smart PLS 2.0. Findings The results indicate that donor perceived bra

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Srivastava, Ankur, Dipanjan Kumar Dey, and Balaji M.S. "Drivers of brand credibility in consumer evaluation of global brands and domestic brands in an emerging market context." Journal of Product & Brand Management 29, no. 7 (2020): 849–61. http://dx.doi.org/10.1108/jpbm-03-2018-1782.

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Purpose The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It further examines three drivers of brand credibility: perceived globalness, perceived local iconness and perceived authenticity. Design/methodology/approach A structured questionnaire was used for data collection. Systematic random sampling using the mall intercept technique was used to collect cross-sectional data from 836 customers in India. Hypotheses were tested by using structural equation modeling with AMOS 21. Fi

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Hussain, Shahzeb, T. C. Melewar, Constantinos Vasilios Priporas, and Pantea Foroudi. "Examining the effects of advertising credibility on brand credibility, corporate credibility and corporate image: a qualitative approach." Qualitative Market Research: An International Journal 23, no. 4 (2020): 549–73. http://dx.doi.org/10.1108/qmr-12-2017-0175.

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Purpose This paper aims to use signalling theory to examine the concept of advertising credibility and its effects on brand credibility, brand image, corporate credibility and corporate image. Design/methodology/approach A qualitative approach was used. Ten interviews and four focus groups were conducted among participants drawn from the London area. The data was analysed using thematic analysis. Findings The findings suggest that advertising credibility is defined using terms like accurate, caring, competent, complete, convincing, ethical, honest, impressive, promising, reliable and warranted

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Sharif, Aruba, Tahir Mumtaz Awan, and Osman Sadiq Paracha. "The fake news effect: what does it mean for consumer behavioral intentions towards brands?" Journal of Information, Communication and Ethics in Society 20, no. 2 (2021): 291–307. http://dx.doi.org/10.1108/jices-05-2021-0044.

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Purpose This study aims to understand how fake news can cause an impact on consumer behavioral intentions in today’s era when fake news is prevalent and common. Brands have not only faced reputational losses but also got a dip in their share prices and sales, which affected their financial standing. Hence, it is significant for brands to understand the impact of fake news on behavioral intentions and to strategize to manage the impact. Design/methodology/approach This study uses several branding and marketing concepts such as brand experience, brand trust, brand credibility, consumer behaviora

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Windya Giri, Refi Rifaldi, and Fairuuz Fikar Alfaruqi. "The Effect Of Endorser Credibility On Purchase Intention Mediated By Brand Attitude And Brand Credibility On Online Travel Agent Traveloka." Jurnal Manajemen Indonesia 23, no. 2 (2023): 209. http://dx.doi.org/10.25124/jmi.v23i2.4295.

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Online travel agencies (OTAs) in Indonesia, such as Traveloka, spend annually to endorse their brands through celebrities on TikTok to influence consumer perceptions of credibility and purchase intentions. This research explores the impact of celebrity endorsers’ expertise, trustworthiness, and attractiveness on brand attitude, brand credibility, and purchase intention within the context of online travel agencies (OTA). Recognizing the significance of celebrity endorsement for enhancing the purchasing behavior of consumers towards OTA brands, the findings of this study have important implicati

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Takaya, Rowlan. "EFFECT OF ENDORSER CREDIBILITY, BRAND CREDIBILITY, SELF-BRAND CONNECTION ON BRAND EQUITY." Business and Entrepreneurial Review 18, no. 2 (2019): 115. http://dx.doi.org/10.25105/ber.v18i2.5309.

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<p class="Default"><strong>Purpose </strong>– The purpose of this research was to study the impact of endorser credibility, brand credibility, self-brand connection on endorsed brand equity of the endorsed brand.</p><p class="Default"><strong>Design/methodology/approach </strong>- The analytical method using Amos 24 and Structural Equation Modeling (SEM) to analyze the questionnaire data in Jakarta. There are 417 eligible questionnaires were analyzed.</p><p class="Default"><strong>Findings </strong>– To study the effect of endor

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Reitsamer, Bernd F., and Alexandra Brunner-Sperdin. "It’s all about the brand: place brand credibility, place attachment, and consumer loyalty." Journal of Brand Management 28, no. 3 (2021): 291–301. http://dx.doi.org/10.1057/s41262-020-00229-z.

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AbstractDespite the growing attention brand credibility attracts in recent marketing literature, little is known about the credibility of place brands and their relationship with consumers’ loyalty. The present study builds on brand signalling and attachment theory to investigate whether credible place brands affect consumers’ attachment formation, their subsequent word of mouth (WOM) and intention to return. Survey data from an Alpine winter sport destination reveal that place brand credibility is a key antecedent of consumers’ attachment. Moreover, consistent with brand signalling theory, cr

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Taslimah, Taslimah Ramadhanti, and Kurniawati. "KONSEKUENSI BRAND CREDIBILITY." Jurnal Ekonomi Trisakti 3, no. 1 (2023): 451–62. http://dx.doi.org/10.25105/jet.v3i1.15590.

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Penelitian ini bertujuan untuk menganalisis pengaruh brand credibility terhadap brand loyalty melalui attitude toward konsumen yang mengkonsumsi mi instan. Perolehan data menyebarkan kuesioner kepada 152 responden. Pengambilan sampel menggunakan non-probabilitas sampling, dan penelitian ini menggunakan purposive sampling. Alat analisis structure ecuation model (SEM) dan AMOS22. Hasil dari penelitian ini adalah variabel brand credibility mempengaruhi positif attitude toward brand dan brand loyalty mi instan di Indonesia. Adapun saran bagi manajemen mi instan di Indonesia dalam meningkatkan bran

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Vidyanata, Deandra. "Peran Brand Credibility Sebagai Mediasi Pengaruh Strategi Celebrity Endorsement Terhadap Brand Equity." Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management 12, no. 1 (2019): 62. http://dx.doi.org/10.20473/jmtt.v12i1.12812.

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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. This study aims to examine the effect of the celebrity endorsement strategy on brand equity of endorsed brands. This study uses brand credibility as a mediating variable because endorser credibility is expected to be transferred to brands that will influence the formation of brand equity. The object of research used in this study is OPPO smartphone consumers, that have been increased significantly withi

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Hasdiansa, Ilma Wulansari. "THE IMPACT OF BRAND CREDIBILITY ON BRAND EQUITY IN THE BEAUTY INDUSTRY." CASHFLOW CURRENT ADVANCED RESEARCH ON SHARIA FINANCE AND ECONOMIC WORLDWIDE 3, no. 4 (2024): 538–47. https://doi.org/10.55047/cashflow.v3i4.1519.

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This research investigates the impact of brand credibility on brand equity in the beauty industry, particularly focusing on skincare products. The objective is to explore how the perceived trustworthiness and expertise of a brand influence its overall brand equity, which includes customer loyalty, brand awareness, perceived quality, and brand associations. Using a quantitative approach, data were collected through surveys distributed to 45 consumers who are regular users of beauty products. Statistical analysis, including regression analysis, was used to examine the relationship between brand

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Rezki, Rezki. "Digital Influencers and Their Effect on Brand Perception and Loyalty." Journal of Social Commerce 3, no. 4 (2023): 214–26. http://dx.doi.org/10.56209/jommerce.v3i4.132.

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This quantitative research examines the impact of digital influencers on brand image and brand attitude, with particular focus on influencer credibility. Based on a survey of 500 respondents, the study uses correlation analysis, regression analysis, analysis of variance and covariance analysis to determine the effects of influencer credibility, perceived brand image, and brand loyalty. This research shows that perception of brands has significant positive relationship with influencer credibility and credibility alone can be used to predict brand perception. Further, the proposed influencer cre

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Salsabila, Resya Zalfa, Lingga Yuliana, and Didip Diandra. "Pengaruh Brand Familiarity Dan Perceived Quality Terhadap Brand Credibility (Studi Kasus Merek Skintific)." Jurnal Manajemen dan Bisnis Madani 7, no. 1 (2025): 44–57. https://doi.org/10.51353/jmbm.v7i1.1003.

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In the increasingly competitive skin care product industry, companies must pay attention to the credibility of their brands in the eyes of consumers. This research aims to analyze whether Brand Credibility is influenced by Brand Familiarity and Perceived Quality. This research uses a quantitative descriptive methodology with the method used for sampling is purposive sampling. The sample used in this research was 100 respondents who used Skintific brand skin care products collected via Google Form. Data analysis was carried out using Partial Least Square (PLS) with the Smart PLS tool version 4.

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Oppong, Peter Kwasi. "Influence of Brand Credibility, Satisfaction and Quality on Brand Equity in Non-Conventional Health Industry." Journal of Education and Vocational Research 11, no. 2(V) (2021): 58–67. http://dx.doi.org/10.22610/jevr.v11i2(v).3135.

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Consumer perceptions of quality, satisfaction, and brand credibility are critical ingredients for developing healthy brands with high value in a competitive market. However, few authors have looked into the brand credibility`s intervening role in the effect of quality and satisfaction on brand equity in the non-conventional health industry. Hence, this paper sought to evaluate the mediating role of brand credibility in the effect of quality and satisfaction on brand equity in the non-conventional health industry. A covariance-based structural equation model was the analytical tool employed to

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Keni, Keni, and Callista Callista. "PERANAN BRAND IMAGE DAN BRAND CREDIBILITY DALAM MENINGKATKAN LOYALTY INTENTION MELALUI BRAND COMMITMENT." MIX: JURNAL ILMIAH MANAJEMEN 11, no. 1 (2021): 94. http://dx.doi.org/10.22441/mix.2021.v11i1.007.

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The purpose of this research is to examine whether 1) brand image can predict loyalty intention 2) brand credibility can predict loyalty intention 3) brand credibility can predict brand commitment 4) brand commitment can predict loyalty intention 5) brand commitment mediates the effect of brand credibility on loyalty intention. Sample was selected using convenience sampling method amounted to 173 respondents. Data processing techniques using structural equation modeling what helped by Smart PLS 3.2.7 program. The result of this study shows that brand credibility, and brand commitment have sign

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Pratiwi, A. A. Sagung Dewi, and I. Gst A. Kt Gd Suasana. "PERAN KREDIBILITAS MEREK MEMEDIASI PENGARUH KREDIBILITAS ENDORSER TERHADAP EKUITAS MEREK." E-Jurnal Manajemen Universitas Udayana 8, no. 1 (2018): 352. http://dx.doi.org/10.24843/ejmunud.2019.v08.i01.p13.

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This study aims to explain the influence of endorser credibility on brand credibility, the influence of endorser credibility on brand equity, the influence of brand credibility on brand equity, and the role of brand credibility mediates the influence of endorser credibility on IM3 user brand equity in Denpasar City. This research was conducted in the area of ??Denpasar City using 170 respondents. Data collection method used is purposive sampling method with path analysis techniques. The results found that endorser credibility, had a positive and significant effect on brand credibility, endorse

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Supriyadi, Ari, and Tantri Yanuar Rahmat Syah. "Increase in Purchase Intention through Source Credibility, Recommendation Credibility, and Psychological State: Brand Awareness Mediates." Journal of Business and Management Review 5, no. 7 (2024): 651–69. http://dx.doi.org/10.47153/jbmr.v5i7.1000.

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Research Aims: The purpose of this study was built to determine the positive effect of increasing Purchase Intention through Source Credibility, Recommendation Credibility, and Psychological State: Brand Awareness being the mediation Design/methodology/approach: The purposive sampling method was designed in this study with 389 online customers from several well-known skincare brands in Indonesia. The data was analyzed using the Structural Equation Model (SEM) with SmartPLS 3.0 Research Findings: The findings of this study being Source Credibility has a positive effect on Recommendation Credibi

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Akcay, Ediz Edip, Kaouther Kooli, and Hazem Rasheed Gaber. "Does perceived social responsibility affect consumer attitudes towards global brands? Lessons from the Nescafé Case in Turkey." Journal of Customer Behaviour 19, no. 3 (2020): 226–51. http://dx.doi.org/10.1362/147539220x16003502334217.

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This study builds on consumer culture theory, signalling theory and the associative network memory model to investigate the impact of consumers' perceptions of global brands' social responsibility on consumers' attitudes towards brands. A survey was conducted in Turkey using Nescafé as an example of a global brand. Data from 243 fully completed questionnaires were analysed using SmartPLS. The results from the structural equation modelling indicate that for Turkish consumers, the perceived globalness of the brand contributes to the brand's perceived credibility but has a negative direct relatio

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Erdem, Tülin, and Joffre Swait. "Brand Credibility, Brand Consideration, and Choice." Journal of Consumer Research 31, no. 1 (2004): 191–98. http://dx.doi.org/10.1086/383434.

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Monika, Monika, and Kurniawati Kurniawati. "PENGARUH BRAND CREDIBILITY DAN BRAND EXPERIENCE TERHADAP BRAND LOYALTY YANG DIMEDIASI OLEH ATTITUDE TOWARDS BRAND." SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business 6, no. 1 (2023): 228–42. http://dx.doi.org/10.37481/sjr.v6i1.637.

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This study aims to analyze how the influence of Brand Credibility and Brand Experience on Brand Loyalty, either directly or through mediation through Attitude Towards Brand. Methodology: Design of this research is cross sectional where data is collected from respondents at a certain time, data collection uses side simple random to 232 respondents randomly in Indonesia, data analysis method uses Structural Equation Model (SEM) to test the hypothesis. Findings: The results show that brand credibility has a positive effect on attitude toward brand and brand loyalty, brand experience has a positiv

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Fuadi, Dian Khoirul, and Sri Padmantyo. "PENGARUH BRAND CREDIBILITY, INFLUENCER CREDIBILITY DAN BRAND EXPERIENCE TERHADAP KEPUTUSAN MEMBELI DENGAN MEDIASI BRAND ATTITUDE." Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) 8, no. 2 (2024): 976–93. http://dx.doi.org/10.31955/mea.v8i2.4102.

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Studi ini menyelidiki dampak brand credibility, influencer creadibility, dan brand experience terhadap keputusan pembelian yang di mediasi oleh brand attitude, khususnya pada produk iPhone. Penelitian ini menggunakan metode kuantitatif dengan mensurvei 110 responden pada wilayah Soloraya dan analisis data Penelitian ini menggunakan software SmartPLS. Hasil penelitian menunjukkan bahwa brand credibility dan influencer credibility tidak mempunyai pengaruh positif terhadap keputusan pembelian, sedangkan brand experience berpengaruh positif pada keputusan pembelian. Brand attitude memediasi pengar

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Setiana, Gege Arum, and Maya Ariyanti. "Kredibilitas Endorser dan Merek terhadap Minat Beli dengan Sikap terhadap Merek dan Kredibilitas Merek sebagai Intervening pada Produk Lemonilo." BUDGETING : Journal of Business, Management and Accounting 5, no. 1 (2023): 272–85. http://dx.doi.org/10.31539/budgeting.v5i1.7668.

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This research aims to determine the effect of endorser credibility and brand credibility on purchase intentions with attitude towards the brand and attitude towards brand credibility as intervening variables for Lemonilo products. The research method is quantitative with a non-probability sampling technique with a total sample of 271 respondents. The data analysis technique used is SEM-PLS. Based on the research results, it can be concluded that endorser credibility and brand credibility have a positive and significant influence on attitudes towards brand credibility, attitude towards the bran

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Poetry, Keyka, Nadia Rizky Ardiani, and Lingga Yuliana. "Brand Credibility and Brand Reputation on Brand Performance." Journal of Applied Business Administration 9, no. 1 (2025): 103–13. https://doi.org/10.30871/jaba.9078.

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With regard to the Wardah brand, this study intends to examine how brand credibility and reputation affect brand performance. In this work, quantitative research methodologies are applied. Purposive sampling is used in the sampling method. This survey included 201 respondents in total. Respondents are Indonesian-born women between the ages of 17 and 55 who use skincare and makeup items under the Wardah brand. Through the use of Google Forms, the data source distributes questionnaires that collect primary data. In this study, closed questions with response options of strongly disagree, disagree

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Rohmawati, Siti Nur Laily. "How Credibility Endorser Strengthen Brand Equity: Case Study in Shoppe Consumers." Journal of Business Management Review 1, no. 1 (2020): 018–27. http://dx.doi.org/10.47153/jbmr.v1i1.7.

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The background of this study is the difference in research results, wherein the research conducted by Dewi (2017) where endorser credibility does not affect brand equity. While Spry (2011) and Sondakh (2015) endorser credibility have a significant effect on brand equity. This study aims to analyze the effect of endorser credibility on brand equity. The research sample is Post Millennial Shopee consumers with 100 respondents. The sampling technique uses probability sampling. Data processing and hypothesis testing using path analysis.  The results showed that Endorser credibility aff

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Suo, Lu, and Yue Huang. "How Brand Authenticity Affects Consumers’ Willingness to Recommend by Word-of-Mouth? Evidence from the Cell Phone Industry." Asia Social Issues 17, no. 5 (2024): e264184. http://dx.doi.org/10.48048/asi.2024.264184.

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Based on the cognitive-affective-behavioral theory and self-congruity theory, this study constructs a theoretical model with four dimensions of brand authenticity (continuity, integrity, credibility and symbolism) as independent variables, willingness to recommend by word-of-mouth (RWOM) as dependent variables and brand attachment as mediating variables to investigate how brand authenticity affects RWOM through brand attachment. Using quantitative methods and snowball sampling, 515 Chinese respondents aged 18+ who purchase and use the top 6 brands of cell phones in China participated in this s

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Gupta, Shiksha, and Gordhan K. Saini. "Information Source Credibility and Job Seekers’ Intention to Apply: The Mediating Role of Brands." Global Business Review 21, no. 3 (2018): 743–62. http://dx.doi.org/10.1177/0972150918778910.

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In this article, we first examine the role of perceived credibility of three information sources—customer reviews, employee testimonials and corporate communication in influencing a job seeker’s intention to apply; second, we examine the mediating role of three brand application levels (i.e., product brand, employer brand and corporate brand) between the perceived credibility of information sources and a job seeker’s intention to apply. Using a standard questionnaire, data from 385 respondents were collected and analysed using structural equation modelling (SEM). The results show that for inte

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Alsya, Siti Aenaya*, and Sulhaini. "The Impact of Influencer Credibility, Brand Originality Image, and Price Consciousness on Consumer Trust in Local Beauty Products." Journal of Economics, Finance and Management Studies 07, no. 01 (2024): 309–18. https://doi.org/10.5281/zenodo.10526509.

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The main purpose of this study is to examine the effect of influencer credibility, brand originality image, and price consciousness on the consumer trust in local brands of beauty products. The sample in this study was young Indonesian female consumers aged between 17 and 38 years. This study shows that influencer credibility and price consciousness affect the trust of local brands of beauty products, while brand originality image does not affect brand trust. The study provides useful managerial implications for local brands to compete in the country's market.

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Xu, Qingru, Hanyoung Kim, and Andrew C. Billings. "Let’s Watch Live Streaming: How Streamer Credibility Influences Brand Attitude in Esports Streamer Marketing." Communication & Sport 10, no. 2 (2022): 271–90. http://dx.doi.org/10.1177/21674795211067819.

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This study explores if and how perceived Esports streamer credibility influences the audience’s attitude toward the brand endorsed by the streamer. Results from a survey conducted with US adults ( N = 277) show the significant and positive relationship between streamer credibility and brand attitude while identifying parasocial relationships and streamer loyalty as two factors mediating the impact of streamer credibility on brand attitude. Structural equation modeling analysis is used to reveal how perceived expertise and trustworthiness of an Esports streamer affect viewer attitudes toward th

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Akturan, Ulun. "How does greenwashing affect green branding equity and purchase intention? An empirical research." Marketing Intelligence & Planning 36, no. 7 (2018): 809–24. http://dx.doi.org/10.1108/mip-12-2017-0339.

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Purpose The purpose of this paper is to explore the relationship among greenwashing, green brand equity, brand credibility, green brand associations and purchase intention. Design/methodology/approach As an object to study, two brands were chosen: a high-involved brand and a low-involved brand. Data were collected from 500 consumers by survey method, and structural equation modeling was run to test the research hypotheses. Findings As a result, it was found that green brand associations and brand credibility positively affect green brand equity, and green brand equity has a positive and strong

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Ligaraba, Neo, Aqeelah Mohammed, and Husnaa Mohamed. "The effect of influencer interactivity on customer brand engagement: An interactivity theory perspective: The effect of influencer interactivity on customer brand engagement: An interactivity theory perspective." IROCAMM-International Review Of Communication And Marketing Mix 2, no. 7 (2024): 105–27. http://dx.doi.org/10.12795/irocamm.2024.v07.i02.06.

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TikTok has become highly popular among young consumers, offering a valuable platform for brands to partner with influencers. This paper investigates the effect of TikTok fashion influencer interactivity on brand and behavioural outcomes of young consumers. The quantitative data were collected from 233 TikTok fashion influencer followers, using convenience sampling technique. The relationships among variables were tested using structural equation modelling Smart PLS 4.0 and the Statistical Package for the Social Sciences version 28. The results indicate that influencer interactivity has a posit

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Damayanti, Dea, and Handri Dian Wahyudi. "Pengaruh Celebrity Endorser terhadap Purchase Intention: Peran Mediasi Brand Credibility dan Brand Attitude." JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS 7, no. 2 (2022): 285–96. http://dx.doi.org/10.29407/nusamba.v7i2.17710.

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This study aims to test whether the effectiveness of celebrity endorsers, brand credibility, brand attitude is a factor in purchase intention, brand credibility is a mediation for brand attitude and brand credibility and brand attitude is a mediation. A total of 314 who knew Make Over Cosmetics and celebrity endorser Tasya Farasya were sampled to be tested by distributing online questionnaires with hypothesis testing using WarpPLS. The result, celebrity endorser has a significant impact on purchase intention, celebrity endorser has a significant impact on brand credibility, brand credibility h

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Sanjaya, Niki, and Margaretha Pink Berlianto. "Celebrity Endorsment, Kredibilitas, dan Niat Pembelian Kembali Pada First Media." JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) 9, no. 1 (2022): 55–66. http://dx.doi.org/10.31289/jkbm.v9i1.8202.

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First Media as a broadband internet service provider optimizes marketing strategies through digital content using celebrity endorsements. The purpose of this study was to determine the effect of: (i) celebrity attractiveness on advertising credibility, brand credibility and brand satisfaction; (ii) celebrity trustworthiness on advertising credibility, brand credibility, and brand satisfaction; (iii) celebrity expertise on advertising credibility, brand credibility and brand satisfaction. This research method uses a quantitative approach by distributing questionnaires and involving 200 samples.

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Sari, Ade Multi Davista. "Pengaruh Endorser Credibility terhadap Brand Equity ‘Shopee For Men’ dengan Self-Brand Connection sebagai Mediator." Jurnal Sekretaris & Administrasi Bisnis (JSAB) 3, no. 2 (2019): 145. http://dx.doi.org/10.31104/jsab.v3i2.123.

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Shopee is one of the markets that provide online trading platforms in Indonesia. Shopee is known by consumers as a brand associated with brands only for women. Though Shopee is a neutral market and is aimed at all circles. Brand equity. This will have an impact on consumer preferences including male consumers of the Shopee brand. Shopee has a strategy by launching the "Shopee for Men" program and using Bambang Pamungkas and Vincent Rompies as supporters to change consumer perceptions that Shopee is a market for all people and forms Shopee brand equity. The factor that can shape the equity band

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Hossain, Amran. "Influence of Celebrity Credibility on Perceived Brand Trust Study on Multinational Mobile Service Brand in Bangladesh." Sri Lanka Journal of Marketing 9, no. 1 (2023): 184–236. http://dx.doi.org/10.4038/sljmuok.v9i1.141.

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Celebrity credibility is a vital marketing practice across the world whilst it finds challenges to get effective results as per the cluttered marketing atmosphere. In fact, the cost and risk engaged with celebrity endorsement had been referred in many empirical studies highlighting researchable issues. Celebrity acts as credibility communication sources for marketing awareness, creating brand image and building brand via spreading message with fans. Celebrity commits for brands to reach out across the countries. The influence of celebrity credibility on perceived brand trust is a curial matter

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Pratama Gracia Adi, Agustinus Krishna, and Annisa Rahmani Qastharin. "Influence of Beauty Micro-Influencer Towards Indonesian Purchase Intention of Skincare Products." Mandalika Journal of Business and Management Studies 2, no. 2 (2024): 209–27. https://doi.org/10.59613/mjbms.v3i1.137.

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The Indonesian skincare industry has seen robust growth, with revenue reaching $2.06 billion in 2023 and projected to continue rising. This surge is accompanied by increased market competition, marked by a significant influx of new brands. Consumers face challenges in brand selection, often influenced by social media beauty influencers. This thesis explores the role of micro-influencers in shaping consumer purchase intentions, focusing on their credibility and its impact on brand attitude and purchase behavior. This study the concerning the effectiveness of micro-influencers and sets forth res

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Loureiro, Sandra Maria Correia. "Exploring the attractiveness of manufacturer brands and retailer own-brands in supermarket context." International Journal of Retail & Distribution Management 45, no. 10 (2017): 1095–113. http://dx.doi.org/10.1108/ijrdm-10-2016-0196.

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Purpose The purposes of this paper are to explore the effects of brand credibility, brand familiarity and brand image on brand attachment and brand attitude; and to test how a grocery product category and the perception of quality of own-label brands vs manufacturer brands moderate the inter-relationship of brand credibility, brand familiarity and brand image on brand attachment and brand attitude. Design/methodology/approach A survey is administered to a quota sample of Portuguese supermarket shoppers via a face-to-face personal interviewing method. The survey was conducted in Lisbon, Amadora

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Truong, Ngoc My, and Hau Nguyen Le. "The effects of consumer ethnocentrism on Vietnamese brand credibility and perceived value - A Study of Vietnamese branded smartphone." Science & Technology Development Journal - Economics - Law and Management 1, Q1 (2017): 68–82. http://dx.doi.org/10.32508/stdjelm.v1iq1.434.

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This study investigated the role of consumer ethnocentrism on the perception of brand credibility in the case of Vietnamese branded smartphone – a high-tech, multiplevalue product being manufactured locally. Based on a survey of 259 consumers, the analysis revealed that ethnocentrism exerts a strong impact on brand credibility which leads to positive product judgement and perceived value. Ethnocentrism also has a direct impact on the perceived value of Vietnamese branded smartphone, resulting in the willingess-to-buy. Besides contributing to the current literature, the findings also provide su

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Putri, Riyana, and Ratna Roostika. "The role of celebrity endorser toward brand attitude and purchase intention." International Journal of Research in Business and Social Science (2147- 4478) 10, no. 8 (2022): 68–75. http://dx.doi.org/10.20525/ijrbs.v10i8.1489.

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The purpose of this study was to examine the effect of the source credibility of celebrity endorsers such as trustworthiness, expertise, and attractiveness) on brand attitudes and purchase intentions for endorsed brands. The type of sampling used is purposive sampling with a total of 300 respondents. The analytical method used is the Structural Equation Modeling (SEM) method using Smart PLS (Partial Least Square) software. This study finds that the trustworthiness, expertise, and attractiveness of a celebrity endorser have a positive and significant effect on brand attitude and purchase intent

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Ul Haq, M. Ikram, Sofia Safdar, Muhammad Zulqarnain, and Jawairia Mukhtar. "Relationship of Brand Credibility with Brand Loyalty." Academic Journal of Social Sciences (AJSS ) 4, no. 1 (2020): 18–28. http://dx.doi.org/10.54692/ajss.2020.04011017.

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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. This research aims to address the issue of brand loyalty while identifying its potential predictor. Along with the relationship attitude towards brand and brand loyalty. Attitude towards brand plays its role as an independent variable and brand loyalty consider as dependent variable. Simple random sampling techniqu

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Spry, Amanda, Ravi Pappu, and T. Bettina Cornwell. "Celebrity endorsement, brand credibility and brand equity." European Journal of Marketing 45, no. 6 (2011): 882–909. http://dx.doi.org/10.1108/03090561111119958.

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Derek Ezell, Dr, and Dr William Bishop. "What Were You Thinking? Analyzing Thought Processes in The Presence of Brand Love." International Journal of Business & Management Studies 05, no. 04 (2024): 119–34. http://dx.doi.org/10.56734/ijbms.v5n4a9.

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This study attempts to obtain a glimpse into the minds of consumers concerning how information is processed differently in the presence of brand love. Guided by the theories of brand love, attachment theory, and source credibility, two studies are conducted in which consumers were given various messages by various sources about a brand they identify love for. These consumers are then asked to provide thought listings, therefore providing a better understanding of how consumers process new information, and how likely they are to seek additional information under various circumstances involving

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Khan, Zargham Ullah, Tania Arshad, and Naveed Alam. "Effect of Celebrity Credibility on Brand Passion and Brand Loyalty." Global Management Sciences Review IX, no. I (2024): 59–75. http://dx.doi.org/10.31703/gmsr.2024(ix-i).07.

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The objective of this study is to assess how celebrity credibility influences brand passion and brand loyalty. Various statistical techniques were employed, including structural equation modeling, descriptive analysis, correlation, regression, reliability, and frequency analyses. Findings revealed that for customers of clothing brands, the expertise, trustworthiness, and attractiveness of celebrity endorsers were crucial predictors of brand loyalty. Additionally, the study found that brand passion positively influenced brand loyalty. Furthermore, brand passion significantly and positively medi

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Singh, Ramendra Pratap, and Neelotpaul Banerjee. "Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention." Global Business Review 19, no. 6 (2018): 1622–39. http://dx.doi.org/10.1177/0972150918794974.

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The celebrity credibility scale developed by Singh and Banerjee [Singh, R. P., & Banerjee, N. (2018). A study on exploring the factors influencing celebrity endorsement credibility. Global Business Review, 19(2), 494–509.] which is validated in the Indian context with the addition of some items based on Indian culture and psychometric properties is further tested. The scale items are earlier tested in general terms without any reference to a celebrity. For this study, four major two-wheeler brands in India, which are endorsed by celebrities, are considered. The present study consists of 38

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Oppong, Peter Kwasi. "The Effect of Brand Credibility, Brand Image and Customer Satisfaction on Behavioural Intentions in Traditional Medicine Market." Journal of Social and Development Sciences 11, no. 4(S) (2021): 15–25. http://dx.doi.org/10.22610/jsds.v11i4(s).3133.

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Brands with stronger image, credibility, and greater customer satisfaction engender favourable behavioural intentions, which serves as an essential competitive weapon in a market. The impact of brand image, credibility, and satisfaction on behavioural intentions are well-documented in the literature. There is, however, little or no research on the influence of credibility and image on behavioural intentions through the intervening role of satisfaction in the traditional medicine market. As a result, the research aimed to assess the intervening role of customer satisfaction in the effect of bra

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Dwivedi, Abhishek, Lester W. Johnson, Dean Charles Wilkie, and Luciana De Araujo-Gil. "Consumer emotional brand attachment with social media brands and social media brand equity." European Journal of Marketing 53, no. 6 (2019): 1176–204. http://dx.doi.org/10.1108/ejm-09-2016-0511.

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PurposeThe ever-growing popularity of social media platforms is evidence of consumers engaging emotionally with these brands. Given the prominence of social media in society, the purpose of this paper is to understand social media platforms from a “brand” perspective through examining the effect of consumers’ emotional attachment on social media consumer-based brand equity (CBBE).Design/methodology/approachThis paper develops a model that outlines how emotional brand attachment with social media explains social media CBBE via shaping consumer perceptions of brand credibility and consumer satis

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Chakraborty, Uttam, and Savita Bhat. "Credibility of online reviews and its impact on brand image." Management Research Review 41, no. 1 (2018): 148–64. http://dx.doi.org/10.1108/mrr-06-2017-0173.

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Purpose Brand image is considered as a signaling phenomenon because high brand image ensures quality product that can reduce consumer’s uncertainty. A strong brand image induces consumers to pay higher prices, which in turn provides competitive advantage and market success to a company. Online reviews, blogs and texts on brand usage experiences are more effective than oral communication to build a strong brand image. Online reviews on products create distinct places for brands in the consumer’s mind, and thus ultimately affect images of the brands. Therefore, the purpose of this study is to in

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Wang, Shu, Ying-Kai Liao, Wann-Yih Wu, and Khanh Bao Ho Le. "The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions." Sustainability 13, no. 21 (2021): 11975. http://dx.doi.org/10.3390/su132111975.

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Corporate social responsibility (CSR) is becoming one of the most critical challenges that firms must address to survive in the competitive market. This study investigates the impact of customers’ CSR perceptions on their purchase intentions as mediated by brand equity, brand credibility, and brand reputation in order to identify the benefits of CSR integration for business development. The study employs a quantitative approach to collect data from customers who purchase cosmetics through an online survey. PLS-SEM software is used to analyze the data from the 380 responses. The results indicat

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Nayeem, Tahmid, Feisal Murshed, and Abhishek Dwivedi. "Brand experience and brand attitude: examining a credibility-based mechanism." Marketing Intelligence & Planning 37, no. 7 (2019): 821–36. http://dx.doi.org/10.1108/mip-11-2018-0544.

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Purpose The purpose of this paper is to examine the interplay of brand experience and brand attitude and its influence on brand attitude. Specifically, it proposes that the relationship will be mediated by brand credibility. Design/methodology/approach The conceptual model is tested by estimating a structural equation model with survey data from a sample of new automobile users (n=405). Findings The analysis reveals a full mediation of brand credibility; that is, brand credibility is an underlying mechanism through which the effect of brand experience on brand attitude materializes. In additio

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Gofur, Abdul, and Hanuna Shafariah. "Starstruck Bonds: Unveiling Celebrity Endorsement's Spell on Brand Love, with Friendship's Embrace as the Magic Touch." Jurnal Manajemen Strategi dan Aplikasi Bisnis 8, no. 1 (2025): 13–26. https://doi.org/10.36407/jmsab.v8i1.1524.

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This study aims to explore the influence of celebrity credibility in the context of celebrity endorsement on the formation of brand love and the role of friendship in moderating this relationship. Quantitative research methods were used, involving online surveys and structured interviews with consumers who have experience with brands that involve celebrity endorsements. Purposive sampling with a final 95 respondents participating in this research. PROCESS V3.5 for SPSS was chosen to analyze and test the hypothesis. The results of the analysis show that celebrity credibility has a significant i

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Haque, Marissa Grace, and Santi Rimadias. "Driving Global Apparel Consumption: The Impact of Cause Marketing on Indonesian Fashion Purchases." JBMP (Jurnal Bisnis, Manajemen dan Perbankan) 10, no. 1 (2024): 1–15. http://dx.doi.org/10.21070/jbmp.v10i1.1815.

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This study employs a quantitative approach to investigate the role of cause-related marketing (Cr-M) in enhancing purchase intention for Chikigo, a local fashion brand in Indonesia. Utilizing Partial Least Squares (PLS) analysis via Smartpls 3.0 software, data from 64 respondents gathered through online questionnaires were analyzed. The findings reveal a positive impact of attitudes toward cause-related marketing on brand attractiveness, brand image, and purchase intention. Moreover, brand credibility significantly influences attitudes toward cause-related marketing. While brand image positive

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PALENTINA, PEBI, and KLEMENS WEDANAJI PRASASTYO. "PENGARUH CELEBRITY ENDORSER’S CREDIBILITY TERHADAP SELF-BRAND CONNECTION DAN BRAND EVALUATION." Jurnal Bisnis dan Akuntansi 19, no. 2 (2018): 271–84. http://dx.doi.org/10.34208/jba.v19i2.279.

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The purpose of this research is to know the impact of a celebrity endorsement’s credibility on a consumer self-brand connection and brand evaluation. In addition, it is also to testify the moderation on self-brand connection and brand evaluation. The technique uses Structural Equation Modelling along with AMOS 22 and purposive sampling. The results are celebrity endorser’s credibility impacts on self-brand connection and endorser brand fit moderates the relationship between them. However, celebrity endorser’s credibility and self-brand connection doesn’t impact on brand evaluation and there is

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