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The impact of brand credibility and brand personality on purchase intention: An empirical study in China
Abstract
This study aims to investigate the relationships among corporate-brand credibility, product-brand personality, and purchase intention, specifically in China's auto industry. A large-scale survey was conducted in four major Chinese Mainland cities: Beijing, Shanghai, Guangzhou, and Chengdu. A total of 800 questionnaires were distributed for the study. Ultimately, 477 usable cases were collected for a 60 percent response rate. Results reveal that corporate-brand credibility and product-brand personality have direct positive effects on purchase intention. Furthermore, corporate-brand credibility acts as a positive moderator in the relationship between product-brand personality and purchase intention. This chapter offers new theoretical insights into the influential factors affecting consumers' purchase intentions by testing the moderating effect of corporate-brand credibility in the relationship between product-brand personality and purchase intention. It further provides useful suggestions to companies on brand credibility and personality issues.
... Scholars examined several behavioral consequences, such as purchase intention (e.g. Wang and Yang, 2011;Xiao and Chunxiao, 2013;Babu and LavanyaLatha, 2018), brand preference (Banerjee, 2016); Maymand and Razmi (2017) and word-of-mouth (e.g. Anggraeni and, Rachmanita, 2015;Kim et al., 2001), among others. ...
... We identify several studies that investigated the effects of moderating variables on the relationships of BP with its consequences (e.g. Banerjee, 2016;Chung and Park, 2015;Wang and Yang, 2011). These moderators fall into six themes: consumer-related, brand-related, product-related, company-related, demographics and others (see Table 9). ...
... Yang (2011),Xiao and Chunxiao (2013),Wang and Yang (2008),Ambroise et al. (2014),Wang and Yang (2011), Boudreaux and Palmer(2007), Wang et al. (2009), Toldos-Romero and Orozco-Gomez (2015), Babu and LavanyaLatha (2018), Saeida et al. (2017), Bian and Moutinho (2009) Brand preference Banerjee (2016), Maymand and Razmi (2017) Word-of-mouth Anggraeni and Rachmanita (2015), Ismail and Spinelli (2012), Kim et al. (2001) Impulse buying Badgaiyan et al. (2017) Brand-related consequences Brand equity Loureiro et al. (2014), Su and Tong (2015), Liao et al. (2017), Valette-Florence et al.(2011) ...
Purpose
The topic of brand personality (BP) has received extensive research attention in the last 2 decades, with a particular focus on examining its antecedents and consequences. This study, therefore, systematically reviews and synthesizes extant research on antecedents and consequences of BP of consumer products.
Design/methodology/approach
A systematic review approach is used to identify and analyze relevant studies from five major databases and a search engine. This review identified 62 articles from 43 journals published during 1997–2018. The relevant literature germane to the research objectives is extracted from these articles.
Findings
This study identifies and classifies antecedents and consequences of BP of consumer products, along with key mediators and moderators underlying these relationships. Additionally, the study reveals pertinent characteristics of BP literature, including conceptualizations, measurements, methods, theories and research settings. Finally, this study develops an integrative conceptual model and presents avenues for future research.
Practical implications
This study provides insight to practitioners that create and develop brand personalities. The study would inform managers concerning the outcomes of BP.
Originality/value
To the best knowledge of the authors, this is the first systematic review that synthesizes existing empirical research on antecedents and consequences of BP of consumer products.
... There are many factors that affect customer's purchase intentions. They include brand personality (Chakraborty, 2019;Wang and Yang, 2011), customer attitude (Goldsmith et al., 2000;Kudeshia and Kumar, 2017;Lafferty et al., 2002;Lim et al., 2017;Sallam and Wahid, 2012;Seiler and Kucza, 2017;Suki, 2014;Wang et al., 2017), corporate credibility (Goldsmith et al., 2000;Lafferty et al., 2002;Wang and Yang, 2011), source credibility (Düsenberg et al., 2016), source congruence (Seiler and Kucza, 2017;Suki, 2014;Zafar and Rafique, 2012), source trust (Nowak and McGloin, 2014), perceived product quality (Flanagin et al., 2014), word of mouth (Atika et al., 2017;Kudeshia and Kumar, 2017;Nowak and McGloin, 2014), image credibility (Nowak and McGloin, 2014), brand image (Atika et al., 2017), trust in online shopping malls (Lee et al., 2011); brand value (Wang and Yang, 2010), attachment (Ilicic and Webster, 2011), endorsements (Ilicic and Webster, 2011), corporate credibility (Roosens et al., 2019), brand credibility (Wang et al., 2017). endorser credibility (Wang et al., 2017), information quality (Atika et al., 2017), attitude toward sponsored recommendation post (Lu et al., 2014), and advertising effectiveness (Lim et al., 2017). ...
... There are many factors that affect customer's purchase intentions. They include brand personality (Chakraborty, 2019;Wang and Yang, 2011), customer attitude (Goldsmith et al., 2000;Kudeshia and Kumar, 2017;Lafferty et al., 2002;Lim et al., 2017;Sallam and Wahid, 2012;Seiler and Kucza, 2017;Suki, 2014;Wang et al., 2017), corporate credibility (Goldsmith et al., 2000;Lafferty et al., 2002;Wang and Yang, 2011), source credibility (Düsenberg et al., 2016), source congruence (Seiler and Kucza, 2017;Suki, 2014;Zafar and Rafique, 2012), source trust (Nowak and McGloin, 2014), perceived product quality (Flanagin et al., 2014), word of mouth (Atika et al., 2017;Kudeshia and Kumar, 2017;Nowak and McGloin, 2014), image credibility (Nowak and McGloin, 2014), brand image (Atika et al., 2017), trust in online shopping malls (Lee et al., 2011); brand value (Wang and Yang, 2010), attachment (Ilicic and Webster, 2011), endorsements (Ilicic and Webster, 2011), corporate credibility (Roosens et al., 2019), brand credibility (Wang et al., 2017). endorser credibility (Wang et al., 2017), information quality (Atika et al., 2017), attitude toward sponsored recommendation post (Lu et al., 2014), and advertising effectiveness (Lim et al., 2017). ...
... There are different definitions of celebrity's perceived credibility in the marketing literature; it is based on the research setting and nature. For example, corporate's perceived credibility reflects customer's belief in a particular company' brand in satisfying their needs (Li et al., 2011;Wang and Yang, 2011), while celebrity's credibility refers to the endorser or celebrity's perceived level of attractiveness, expertise, and trustworthiness (Wang et al., 2017). Perceived credibility refers to the celebrity's ability and motivation to provide accurate and helpful information about particular products (Nowak and McGloin, 2014). ...
This paper aims to examine the relationship between celebrity's perceived credibility and customer's purchase intentions. It will also look into the moderating role of customer's gender in the relationship. The influence of celebrity's perceived credibility on customer's purchase intentions is investigated via three dimensions, namely, attractiveness, trustworthiness and expertise. A set of research questionnaires was distributed among 500 respondents in the Kingdom of Saudi Arabia. The data were then analysed using structural equation modelling (SEM). This paper asserts that celebrity's perceived credibility, through attractiveness, trustworthiness, and expertise, plays a vital role in enhancing customer's purchasing intention. Perceived expertise has been found to be the most dominant factor in influencing customer's purchasing intentions, followed by attractiveness and trustworthiness, respectively. This study finds that perceived expertise is the most important factor for males in forming their purchase intentions whereas, perceived trustworthiness is the most important factor for females in forming their purchase intentions.
... La intención de compra se entiende como un plan consciente que realiza un individuo para hacer un esfuerzo por comprar una marca (Spears y Singh, 2004). Cuando la credibilidad de la marca es sólida y positiva, logra tanto una mejor imagen como valor de marca, y esto se ve reflejado en una mayor intención de compra (Wang y Yang, 2011). En su investigación sobre marcas de moda, Martín-Consuegra et al. (2019) encontraron que la credibilidad de la marca es estratégica para la intención de compra de una marca. ...
Esta investigación buscó establecer las relaciones estructurales entre los riesgos percibidos con la recomendación personal y electrónica del voz a voz, su impacto en la credibilidad de la marca y la intención de compra física y en línea de los adultos mayores en los supermercados de Bogotá, Colombia. Participaron 501 adultos mayores y los datos se analizaron mediante un modelo de ecuaciones estructurales de mínimos cuadrados parciales. Se demostró la existencia de altos riesgos percibidos tanto en las compras físicas como en las compras en línea. Estos riesgos influyen en el voz a voz personal y electrónico; además, impactan en la credibilidad de la marca, lo que repercute en la intención de compra física y en línea. Se sugieren acciones estratégicas para atender a esta población.
... Apart from customer satisfaction, WOM is also considered a powerful tool through which the customers express their views and about a product or service (Chang & Chieng, 2006). WOM plays a significant role in attracting or repelling potential customers (Bruwer & Buller, 2012;Wang & Yang, 2011). There is abundant literature available on the importance of WOM; where various variables have been studied to have a positive impact on WOM in the financial sector (Oraedu et al., 2020;Salehnia et al., 2014, April). ...
The difference in purchase behavior between male and female consumers is a well-established narrative because of the considerable differences in their buying preferences and decision-making approaches. Women buyer market for financial products is an untapped yet promising segment, however, beyond certain generic assumptions, very little is known about the consumer behavior patterns, satisfaction, and positive word of mouth (WOM) of women customers related to financial products. Targeting a serving woman as a financial service customer necessitates an understanding of the factors contributing to satisfaction level leading to the positive WOM of female customers. Therefore, this paper is an effort to explore the role of the responsiveness component of service quality and sincerity dimension of brand personality on WOM via customer satisfaction. Using the partial least square method in structural equation modeling (PLS-SEM) on 183 working women respondents in India, the research results highlighted some interesting findings. Results revealed that brand sincerity directly impacts the WOM of the women customers where achieving satisfaction is not necessary; however, the responsiveness of a financial product does not directly lead to a positive WOM, rather through satisfaction. The research is novel in empirically testing and comparing the role of brand sincerity and responsiveness in generating satisfaction and positive WOM. This study provides insights for the financial product designers and marketers intending to target women-customers, by focusing on the specific consumer behavioral dimensions leading to satisfaction and positive WOM to ensure the product success.
... In this circumstance, a credible brand can reduce difficulty in decision-making by diminishing the cognitive effort required to evaluate a service provider, thus increasing the possibility of purchase intention [60]. Wang and Yang [64] found that brand credibility had direct positive effects on purchase intention. Baek et al. [61] also found that brand credibility positively influenced brand purchase intention. ...
This study investigated the main effects of perceived risks, brand credibility and past experience on intention to stay at Airbnb places and the interaction effects of past experience with perceived risks and brand credibility on intention to stay. A survey research method was utilized in South Korea. Our study is the first study to have applied and supported Jacoby and Kaplan’s six constructs in explaining consumers’ risk perceptions in the Airbnb context. One of the primary findings of this study was that past experience played a significant moderating role in the Airbnb context. Social risk and psychological risk had negative effects and performance risk had a positive effect on Airbnb users’ intention to stay. With regard to non-users, psychological risk had a negative effect on intention to stay. These findings indicate that Airbnb users consider more specific risks based on their prior experiences of Airbnb use. This study also revealed that brand credibility had the strongest influence on both Airbnb users’ and non-users’ intention to stay. Consistent with previous research, this finding indicates that brand credibility is a critical variable in consumer decision-making for the intangible and heterogeneous products like accommodation. Based on these findings, theoretical and managerial implications were provided, and limitations and future research were discussed.
... The truthfulness of the message and its consistency overtime foster brand trust/ credibility (Schallehn et al., 2014). Brand authenticity and credibility are currently considered determinants of purchase intention (Wang and Yang, 2011) not only for the main offering, but even for its extensions (Aaker and Keller, 1990). Studying brand communications using the proposed typology will not only add to the brand personality literature but also contribute to marketers' understanding of brand messaging. ...
Purpose
Berthon and Pitt (2018) recently highlighted the symbiotic relationship between fake news and brands. This paper aims to draw on semiotics to refine the fake/real news dichotomy to a fourfold typology.
Design/methodology/approach
First, the authors turn to semiotics and review Greimas’ (1966) semiotic square. Second, they use this framework to refine the fake/real news dichotomy into a four-fold typology. Third, they illustrate each type with a news report on the topic of climate change. Fourth, they apply this framework to reveal four types of brand: real, fake, empty and ironic.
Findings
Given that brand communications are heterogeneous, the authors suggest that the typology can be reconceptualized as dimensions and brands communications decoded accordingly. They conclude by exploring further opportunities offered by the semiotic square for interpretive investigation.
Originality/value
The value of the paper lies in the novel use of the semiotic square to shed light on both news and brand communications.
This study aims to identify the nature of the relationship between the characteristics of social media websites, including virtual online communities, interaction made by firms with customers, sharing of content by clients, accessibility, credibility and customers’ intents to purchase from the store or online. as well as to identify the nature of Customer Trust in Social Media Sites and the intent of the customer to purchase from the store or online. in addition to testing the effect of customer Trust in Social Media Sites as a Moderation variable on the relationship between Characteristics of these Sites and the intent of the customer to purchase from the store or online. Applied to a random stratified sample of Assiut University students, the sample size was (500) students and the study was based on the survey list as a means of obtaining data. The number of questionnaires on which the statistical analysis was conducted reached (421) with a valid response rate of (84.2%). Statistical analysis was conducted using SPSS (Version 25). Simple regression analysis, stepwise multiple regression analysis and multiple regression analysis led to the following results:
1) There is a statistically significant positive relationship between most of characteristics of social media websites; including a) virtual online communities, b) interaction made by firms with customers, c) sharing of content by clients, d) accessibility, and customers’ intents to purchase from the store or online.
2) There is no statistically significant relationship between firms’ credibility and customers’ intents to purchase from the store or online.
3) There is a statistically significant positive relationship between the dimensions of customers’ trust in social media websites (Competence, Benevolence, integrity, and customers’ intents to purchase from the store or online).
4) Customers’ trust in social media websites plays a significant role, as a Moderation variable, in directing the relationship between the characteristics of these websites and customers’ intents to purchase from the store or online.
The results were discussed, explained and compared to those of relevant previous studies. Also, the implications of results, both theoretical and practical, were considered, which helped in making some recommendations and suggesting future research.
Key Words: Characteristics of Social Media Sites, virtual online communities, interaction made by firms with customers, sharing of content by clients, accessibility, credibility, Customer Trust in Social Media Sites, Competence, Benevolence, Integrity.
استهدفت هذه الدراسة التعرف على طبيعة العلاقة بين خصائص مواقع التواصل الإلكتروني محل الدراسة والنية الشرائية للعملاء من المتجر أو عبر الإنترنت بالتطبيق على عينة من طلاب جامعة أسيوط كمترددين في هذه المواقع، وقد تم إجراء هذه الدراسة على عينة عشوائية طبقية تكونت من (٤٢١) مفردة، وقد أظهر نتائج الدراسة أن هناك علاقة موجبة ذات دلالة إحصائية بين خصائص مواقع التواصل الإلكتروني محل الدراسة والنية الشرائية للعملاء من المتجر أو عبر الإنترنت، كما توصلت الدراسة نتائج الدراسة إلى أن أهم الأبعاد التي أسهمت في التنبؤ بالنية الشرائية للعملاء تمثلت في بعد التفاعل من قبل الشركات مع العملاء، تلاه في ذلك بعد مشاركة المحتوى من قبل العميل، ثم البعد الخاص بالمجتمعات الافتراضية عبر الإنترنت، وأخيرا بعد إمكانية الوصول، وبناء على هذه النتائج تم تقديم مجموعة من التوصيات، علاوة على اقتراح بعض الدراسات المستقبلية ذات الصلة بموضوع الدراسة.
This study aimed at identifying the relationship between characteristics of social media sites and the intent of the customer to purchase from the store or online. A sample of (421) student from Assiut University has been selected. According, the results of the study showed that there was a positive significant relationship between characteristics of social media sites and the intent of the customer to purchase from the store or online. Also it showed that interaction, sharing of content were the most important dimensions that contributed significantly in predicting the intent of the customer to purchase. Based on these results, was proposed set of recommendations, as well as some future relevant studies.
This study aims to factors that affect brand awareness and brand positioning on PT X products. The research method used survey with data collection through questionnaire. Quantitative data analysis using SEM-PLS. The results showed that brand identity, brand personality, brand communication each partially significant effect on brand awareness. Then, brand awareness has a significant effect on brand image, and brang image significant effect on brand positioning. In conclusion, consumers give a positive perception on brand PT X so that consumers are interested to use it.
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 the impact of endorser and corporate credibility on attitude-toward-the-ad, attitudetoward-the-brand, and purchase intentions. We surveyed 152 adult consumers who viewed a fictitious ad for Mobil Oil company. They rated the credibility of the ad's endorser, the credibility of the company, and attitude-toward-the-ad, attitude-toward-the-brand, and purchase intentions. Path analysis confirmed that endorser credibility had its strongest impact on Aad while corporate credibility had its strongest impact on AB. The findings suggest that corporate credibility plays an important role in consumers' reactions to advertisements and brands, independent of the equally important role of endorser credibility.
More and more firms and other organizations have come to the realization that one of their most valuable assets is the brand names associated with their products or services. In an increasingly complex world, individuals and businesses are faced with more and more choices, but seemingly have less and less time to make those choices. The ability of a strong brand to simplify consumer decision-making, reduce risk, and set expecta-tions is thus invaluable. Creating strong brands that deliver on that promise and main-taining and enhancing the strength of those brands over time is thus a management im-perative.
This study proposes a theory of the combined influence of corporate and endorser credibility. Participants assessed the credibility of the companies and spokespersons as well as their attitudes toward the ads and brands, and their intent to purchase the advertised product. The covariance matrix was subjected to a path analysis. The model fit the data, and the findings corroborated prior research indicating that both types of source credibility have an impact on attitudes and purchase intentions albeit a differential one. The results suggest that the Dual Credibility Model partially predicts and explains advertising effectiveness for these dual sources of credibility.
In this article, we provide guidance for substantive researchers on the use of structural equation modeling in practice for theory testing and development. We present a comprehensive, two-step modeling approach that employs a series of nested models and sequential chi-square difference tests. We discuss the comparative advantages of this approach over a one-step approach. Considerations in specification, assessment of fit, and respecification of measurement models using confirmatory factor analysis are reviewed. As background to the two-step approach, the distinction between exploratory and confirmatory analysis, the distinction between complementary approaches for theory testing versus predictive application, and some developments in estimation methods also are discussed.
Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the ''Big Five'' dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality, Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). Tc, measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i. e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
In three experiments, the effects of presenting a subset of competing brands on the recall of the remaining brands was studied. The first two experiments showed that using a subset of the brands as cues may either enhance or inhibit recall of the remaining brands, depending on the knowledge level of the consumer. The third experiment showed that presentation of even two brands can inhibit recall of entire categories of competing brands. An explanation of the results and a discussion of their implications are presented.
The theory of cognitive dissonance suggests that opinion change is a function of a specific complex interaction between the credibility of the communicator and the discrepancy of the communication from the initial attitude of the recipient. In a laboratory experiment, Ss who read a communication that was attributed to a highly credible source showed greater opinion change when the opinion of the source was presented as being increasingly discrepant from their own. In sharp contrast to this was the behavior of Ss who were exposed to the same communication—attributed to a source having only moderate credibility. In this condition, increasing the discrepancy increased the degree of opinion change only to a point; as discrepancy became more extreme, however, the degree of opinion change decreased. The results support predictions from the theory and suggest a reconciliation of previously contradictory findings. (PsycINFO Database Record (c) 2012 APA, all rights reserved)