Brand experience and brand attitude: examining a credibility-based mechanism

Abstract

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 addition, contrary to the general expectation, there was no direct effect of brand experience on brand attitude. Originality/value This study enables a new perspective on how experiential marketing underpins a brand’s influence on certain aspects of consumer behaviour. By elucidating the mediating role of brand credibility, this study adds to the understanding of how brand experience shapes brand credibility, leading to favourable brand attitude.

Analisis Perilaku Konsumen Terhadap Niat Membeli Melalui Sikap Dan Intention to Engage Pada Media Sosial

“…Berdasarkan data dari APJII 2017 (Lewis, 2009) dan penjual dapat menjalin hubungan dua arah dan membangun customer engagement (Hennig-Thurau et al, 2010;Sashi, 2012 (Elkaseh et al, 2016;Kanchanatanee et al, 2014;. (Colton, 2018;Mumuni et al, 2019;Munnukka et al, 2016;Nayeem et al, 2019 (Altschwager et al, 2014;Blasco-Arcas et al, 2016).…”

Green information quality and green brand evaluation: the moderating effects of eco-label credibility and consumer knowledge

“…When assessing the greenness of products, consumers need to trust the information provided; that the brand is credible and delivers on its promises (Chen and Chang, 2013;Erdem and Swait, 1998). This can influence consumers' quality perceptions as well as purchase decisions (Baek and King, 2011;Nayeem et al, 2019). Yet despite its apparent relevance for generating consumers' green brand responses (Chen, 2010), brand credibility in the green advertising context has been relatively unexplored.…”

Brand Experience Untuk Memprediksi Brand Attitude Pada Konsumen Sporting Brand

“…Brand Attitude dapat dijelaskan oleh beberapa variabel dimana dalam penelitian Jhamb et al (2020), brand attitude dapat dijelaskan oleh brand experience. Dalam penelitian Nayeem et al (2019) diketahui brand attitude dapat dijelaskan oleh brand credibility. Lebih lanjut, penelitian Rezaei dan Valaei (2017) brand attitude dapat dijelaskan atau dipengaruhi oleh online brand equity.…”

“…Pada penelitian yang dilakukan oleh Rajumesh (2014) juga membuktikan bahwa brand experience memiliki pengaruh positif terhadap brand attitude. Tetapi terdapat perbedaan dalam penelitian yang dilakukan oleh Nayeem et al (2019) bahwa tidak ada pengaruh secara langsung brand experience terhadap brand attitudes, sedangkan penelitian yang dilakukan oleh Shamim dan Butt (2013) hasilnya menunjukkan bahwa brand experience adalah prediktor langsung terkuat dari brand credibility dibandingkan dari brand attitude dan brand equity yang agak lemah. Dari hasil penelitian Winnie dan Keni (2020) brand experience dapat memprediksi secara positif brand loyalty dan brand trust.…”