An Analysis of Impact of Brand Credibility and Perceived Quality on Consumers' Evaluations of Brand Alliance

Abstract

The purpose of this study is to analyse the effects of brand credibility and perceived quality on consumers' evaluation of brand alliance. This goal has been followed by examining the impact of constituent brands credibility on co-brand overall credibility, effect of perceived quality of the constituent brands on co-branded product perceived quality and constituent brands credibility and perceived quality on perceived price and purchase intention of cobranded product as the hypotheses of the study. This study can be considered as an applied research from purpose perspective and descriptive-survey with regards to the nature and method (type of correlation). Respondents to the questionnaire were shoppers at one of branches of Refah chain stores in Isfahan city which randomly selected.The study indentified that credibility of constituent brands (i.e., brand A and brand B the allied brands) positively affect co-brand credibility, cobranded product perceived price and purchase intention. Results also show that perceived quality of constituent brands affect cobranded product perceived quality and perceived price. Furthermore, only perceived quality of one of constituent brands (brand B) has positive influence on cobranded product purchase intention whereas the perceived quality of the other brand (brand B) has no effect.

Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

“…Finally, co-branding alliances effectively enhance consumer evaluations of co-brand quality and credibility (Rao et al, 1999;Voss and Tansuhaj, 1999). They have a positive signaling effect (Aghdaie et al, 2012).…”

“…This perspective explores the effects of consumer perceptions of co-branding alliance partners, such as brand and product fit, brand awareness, quality perception, brand attitude, brand equity, and brand credibility on performance (Aghdaie et al, 2012;Levin et al, 1996;Park et al, 1996;Sénéchal et al, 2014;Simonin and Ruth, 1998;Swaminathan et al, 2015;Washburn et al, 2004). Findings illustrate that, first, perceived brand and product category fit between alliance partners (for example, Baumgarth, 2004;Simonin and Ruth, 1998) and fit between the co-brands and product categories with the new product (for example, Bouten et al, 2011) are highly important.…”

Modelo de intención de compra aplicado al sector de Vehículos de Transporte Liviano – Taxis (VTLT)

“…Pese a que varios autores sustentan una relación positiva entre la calidad percibida y la intención de compra (H6), en nuestro estudio esta no se acepta (Amiri Aghdaie et al, 2012;Gilaninia et al, 2012;Javad, 2016;Javad Taghipourian et al, 2012;J. Wang et al, 2020).…”

“…Un factor que influye en la intención de compra de los productos es la calidad percibida. La calidad percibida es la valoración que el cliente le entrega a una marca basada en señales intrínsecas y extrínsecas si estas señales son positivas entonces se puede predecir que el comportamiento del cliente tiene una posibilidad de realizar una compra en los productos o servicios de la marca, por lo que la calidad percibida se asocia positivamente con las intenciones de compra (Amiri Aghdaie et al, 2012;Javad, 2016;Javad Taghipourian et al, 2012). En un estudio realizado en el año 2012 se encontró que la calidad percibida es una variable moderadora que se utiliza para saber si los consumidores tienen intención de compra hacia la marca (Gilaninia et al, 2012).…”

The Influence of Advertising, Price, and E-Service Quality to Repurchase Intention to Online Travel Agent Users

“…"E-service has increasingly known as a critical channel through which customer needs can be automatically granted over internet throughout the consumption life cycle" [10]. "E-service quality is defined as meeting customer expectations without the service encounter relying on human-to-human interaction."…”