Brands and Branding around the World

Özsomer, Ayşegül; Batra, Rajeev; Steenkamp, Jan-Benedict E.M.

doi:10.1177/1069031x241265816

Journal of International Marketing

2024

DOI: 10.1177/1069031x241265816

|View full text |Cite

Brands and Branding around the World

Ayşegül Özsomer,

Rajeev Batra,

Jan-Benedict E.M. Steenkamp

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...

Citation Types

Supporting

Mentioning

Contrasting

Year Published

2024

Publication Types

Select...

Article1

Relationship

Self Cite0

Independent1

Authors

Journals

Cited by 1 publication

References 22 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

The role of consumer attitude and attachment in determining the effect of advertiser credibility on brand loyalty

Basu,

Sondhi

2024

APJML

View full text Add to dashboard Cite

PurposeThe study investigates the exclusive effect of advertiser credibility (AC) on consumer’s attitude towards the brand’s genuinity and subsequent brand loyalty (BL). Additionally, the study examines the moderating role of brand attachment (BA) and usage on the direct and indirect relationships between AC, consumer attitude and BL.Design/methodology/approachFive advertisements identified through a dipstick study served as brand stimuli and along with previously established scales were administered to a representative sample of 582 urban adult brand users. The two-step empirical study investigated the eight hypothesized relationships using covariance-based structured equation modeling.FindingsResults indicated significant direct effects of AC on attitude towards brand genuinity and attitude towards brand genuinity on BL, respectively. The study established the pivotal role of consumer attitude towards brand genuinity in fully mediating the relationship between AC and BL. BA and usage (in years) were confirmed as significant moderators in the relationship between AC and consumer’s attitude towards brand genuinity.Practical implicationsThe interlinkages between AC, consumer attitude and BL form the premise of BL practice for sustained brand performance.Originality/valueThe study adopts a novel approach to examine and analyze the complex interplay of the less researched advertiser or corporate credibility with consumer attitude, pre-existing BA and usage in influencing BL outcomes.

show abstract

The role of consumer attitude and attachment in determining the effect of advertiser credibility on brand loyalty

Basu,

Sondhi

2024

APJML

View full text Add to dashboard Cite

show abstract

scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.

Contact Info

customersupport@researchsolutions.com

10624 S. Eastern Ave., Ste. A-614

Henderson, NV 89052, USA

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Blog Terms and Conditions API Terms Privacy Policy Contact Cookie Preferences Do Not Sell or Share My Personal Information

Made with 💙 for researchers

Part of the Research Solutions Family.

Brands and Branding around the World

Cited by 1 publication

References 22 publications

The role of consumer attitude and attachment in determining the effect of advertiser credibility on brand loyalty

The role of consumer attitude and attachment in determining the effect of advertiser credibility on brand loyalty

Contact Info

Product

Resources

About