The differential roles of brand credibility and brand prestige in consumer brand choice

Baek, Tae Hyun; Kim, Jooyoung; Yu, Jay

doi:10.1002/mar.20350

Cited by 329 publications

(324 citation statements)

References 55 publications

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“…Steenkamp, Batra and Alden (2003) defined brand prestige as "the relatively high status of product positioning associated with a brand" (as cited in Baek, Kim & Yu, 2010). Helm (2011:657) defines corporate reputation "is a socially shared impression-a collective construct-because it relies on an individual's perception of how other people view the firm".…”

Section: Literature Reviewmentioning

confidence: 99%

The Relationship among Corporate Social Responsibility, Consumer-Company Identification, Brand Prestige, and Purchase Intention

Chen¹,

Tai²,

Chen³

2015

IJMS

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This study analyzes relationships between corporate social responsibility, consumer-company identification, brand prestige, and purchase intention. A self-report survey yields data for 252 college students. After confirming reliability and validity of survey questionnaire, the structural equation modeling was used for tests the model. Results were summarized as follows: (a) CSR image has a significant positive effect on brand prestige and consumer-company identification. (b) Brand prestige has a significant positive effect on consumer-company identification. (c) Consumer-company identification has a significant positive effect on purchase behavior. (d) Consumer-company identification mediates the effect of CSR image on consumers' purchase intention. This outcome reveals that CSR image creates consumers' identification with the company, which may enhance consumers' purchase intention.

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Section: Literature Reviewmentioning

confidence: 99%

The Relationship among Corporate Social Responsibility, Consumer-Company Identification, Brand Prestige, and Purchase Intention

Chen¹,

Tai²,

Chen³

2015

IJMS

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“…When corporate companies are affiliated with sporting events through corporate sports sponsorship, their marketing efforts can then be more justified and supported, which makes them more credible and plausible (McDonald, 1991). The credibility of a company is important as it allows consumers to be more receptive toward the company, and information from the company can be passed on to consumers more effectively (Baek, Kim, & Yu, 2010;Hanzaee & Taghipourian, 2012). Since credibility of the sponsoring company has been found to influence consumers' attitude toward the sponsor, more companies are beginning to place emphasis on building an image that depicts them as trustworthy and having the expertise (Hanzaee & Taghipourian, 2012;Rifon et al, 2004).…”

Section: Hypothesis 2: Perceived Sincerity Of the Sponsor Positively mentioning

confidence: 99%

Consumers' Perceived Functions of and Attitude Toward Corporate Sponsors of Small-scale Amateur Sporting Events

Low¹,

Pyun²

2016

Event Management

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Aspiring to become a sporting nation, one recommendation from Singapore's Vision 2030 is to develop a sustainable resourcing model by encouraging more corporate companies to sponsor sporting events. This research aimed to identify the perceived functions of corporate sponsors, which influenced consumers to develop positive attitudes toward these sponsors. A total of 210 undergraduate students participated in this study. The five perceived functions of corporate sponsors were ubiquity, sincerity, credibility, sponsor–event fit, and profit orientation. It was hypothesized that perceived ubiquity and profit orientation negatively influenced consumers' attitude while perceived sincerity, credibility, and sponsor–event fit were positive influences. A multiple regression test showed perceived ubiquity and sponsor–event fit as significant functions that positively influenced consumers' attitude toward corporate sponsors of small-scale sporting events.

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“…Satın Alma Eğilimi Markalar, tüketicilerin bir mal ya da hizmete dair algıladıkları riski, bilgi arama maliyetlerini ve beraberinde karar verme süreçlerini etkileyebilmektedirler (Baek, Kim ve Yu, 2010). Marka kredibilitesi, algılanan kaliteyi arttırmakta, bununla beraber tüketicinin algıladığı risk ve bilgi araştırma maliyetlerini azaltmakta ve dolayısıyla tüketicinin mal ya da hizmete dair beklediği faydayı arttırabilmektedir (Hanzaee ve Taghipourian, 2012).…”

Section: Marka Kredibilitesi Marka Prestiji Ve Tüketiciunclassified

Sosyal medya algısının, marka kredibilitesinin ve marka prestijinin satın alma eğilimi üzerine etkileri

BAŞGÖZE¹

2015

Ankara Üniversitesi SBF Dergisi

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ÖzBu çalışmanın amacı, sosyal medyanın marka kredibilitesi ve marka prestiji üzerine doğrudan, satın alma eğilimi üzerine doğrudan ve dolaylı etkilerinin incelenmesidir. Çalışmanın amaçları doğrultusunda keşfedici ve tanımlayıcı araştırma yöntemi benimsenmiştir. Araştırmanın modelinin test edilmesi amacıyla yüz yüze ve çevrimiçi (online) anket yoluyla 417 katılımcıdan veri toplanmıştır. Modelde yer alan doğrudan ve dolaylı ilişkilerin testi için, iç içe geçmiş 3 ayrı yapısal model (nested models) kullanılmıştır. Yapılan analizler sonucunda sosyal medya algısının; marka kredibilitesi, marka prestiji ve satın alma eğilimini olumlu ve anlamlı yönde etkilemektedir. Bunun yanı sıra, marka kredibilitesinin, satın alma eğilimi üzerinde olumlu yönde etkisi bulunmaktadır. Ancak, marka prestijinin, satın alma eğilimi üzerinde anlamlı bir etkisi bulunmamıştır. Tüm bunlara ek olarak, sosyal medya algısı ile satın alma eğilimi arasındaki ilişkide marka kredibilitesinin, kısmi aracılık görevi üstlendiği tespit edilirken, marka prestijinin bu ilişkide aracı etkisinin olmadığı ortaya konulmuştur.Anahtar Sözcükler: Sosyal Medya Algısı, Marka Kredibilitesi, Marka Prestiji, Satın Alma Eğilimi Effects of Social Media, Brand Credibility and Brand Prestige on Purchase Intention AbstractThe purpose of this study is to investigate the direct effects of social media on brand credibility and brand prestige and the direct and indirect effects of social media on purchase intention. With regard to the purposes of study, exploratory and descriptive research methods were used. In order to test the research model, data was collected from 417 participants via online and face to face questionnaire. In addition, three structural nested models were used. According to the analysis, consumers' perception of social media marketing positively effects brand credibility, brand prestige and purchase intention. Moreover, brand credibility has a positive effect on purchase intention. However, brand prestige does not have a significant effect on purchase intention. Results from the experimental study indicate that, while brand credibility has a partial mediator effect on the relationship between consumers' perceptions of social media marketing and purchase intention, brand prestige does not have a significant mediator effect on the relationship between consumers' perceptions of social media marketing and purchase intention.

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The differential roles of brand credibility and brand prestige in consumer brand choice

Cited by 329 publications

References 55 publications

The Relationship among Corporate Social Responsibility, Consumer-Company Identification, Brand Prestige, and Purchase Intention

The Relationship among Corporate Social Responsibility, Consumer-Company Identification, Brand Prestige, and Purchase Intention

Consumers' Perceived Functions of and Attitude Toward Corporate Sponsors of Small-scale Amateur Sporting Events

Sosyal medya algısının, marka kredibilitesinin ve marka prestijinin satın alma eğilimi üzerine etkileri

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