文章基本信息

标题：Enhancing Customer Purchase Intentions through Service Brand Credibility
本地全文：下载
作者：Rana Tahir Naveed ; Mohammad Adnan ; Binyamin Shahzad 等
期刊名称：Journal of Marketing and Consumer Research
电子版ISSN：2422-8451
出版年度：2017
卷号：39
页码：32-42
语种：English
出版社：International Institute for Science, Technology Education
摘要：Purpose – The basic aim of present study was to test the construct of brand credibility and its impact on purchase intentions with moderation effect of brand image in service sector of Pakistan. Design/methodology/approach – for the sake of data collection, A questionnaire was used from the customers of fast food users from the city of Lahore Pakistan. Regression and correlation analysis along with others were used for data analysis and hypothesis testing. Findings – Based of the statistical evidences of present study it is found that brand credibility and purchase intentions are positively related whereas brand image moderates this relationship. Practical implications – This study will help survey marketers and mangers to understand the importance of brand credibility for enhancing customer purchase intentions, furthermore it will guide them to incorporate the brand image in crafting different marketing and branding strategies to increase brand royalty. Originality/value – According to researcher, this is a pioneer study to propose the impact of service-brand-credibility and its impact on customer purchase intentions with moderating effect of brand image in the context of Pakistan.
关键词：Brand credibility; Purchase intentions; Brand image; Brands; Pakistan. Paper type Research paper