Search
  Advanced Search
 
Chapter search
Book cover: Advances in International Marketing

Advances in International Marketing

ISSN: 1474-7979
Series editor(s): Professor Shaoming Zou

Subject Area: Marketing

Content: Series Volumes | icon: RSS Current Volume RSS

 

Previous article.Icon: Print.Table of Contents.Next article.Icon: .

Document request:
The impact of brand credibility and brand personality on purchase intention: An empirical study in China


Document Information:
Title:The impact of brand credibility and brand personality on purchase intention: An empirical study in China
Author(s):Xuehua Wang, Zhilin Yang
Volume:21 Editor(s): Shaoming Zou, Huifen Fu ISBN: 978-0-85724-447-5 eISBN: 978-0-85724-448-2
Citation:Xuehua Wang, Zhilin Yang (2011), The impact of brand credibility and brand personality on purchase intention: An empirical study in China, in Shaoming Zou, Huifen Fu (ed.) International Marketing (Advances in International Marketing, Volume 21), Emerald Group Publishing Limited, pp.137-153
DOI:10.1108/S1474-7979(2011)0000021009 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Article type:Chapter Item
Abstract:This study aims to investigate the relationships among corporate-brand credibility, product-brand personality, and purchase intention, specifically in China's auto industry. A large-scale survey was conducted in four major Chinese Mainland cities: Beijing, Shanghai, Guangzhou, and Chengdu. A total of 800 questionnaires were distributed for the study. Ultimately, 477 usable cases were collected for a 60 percent response rate. Results reveal that corporate-brand credibility and product-brand personality have direct positive effects on purchase intention. Furthermore, corporate-brand credibility acts as a positive moderator in the relationship between product-brand personality and purchase intention. This chapter offers new theoretical insights into the influential factors affecting consumers' purchase intentions by testing the moderating effect of corporate-brand credibility in the relationship between product-brand personality and purchase intention. It further provides useful suggestions to companies on brand credibility and personality issues.

Fulltext Options:

Login

Login

Existing customers: login
to access this document

Login


- Forgot password?

- Athens/Institutional login

Purchase

Purchase

Downloadable; Printable; Owned
HTML, PDF (170kb)

Due to our platform migration, pay-per-view is temporarily unavailable.

To purchase this item please login or register.

Login


- Forgot password?

Recommend to your librarian

Complete and print this form to request this document from your librarian


Marked list


Bookmark & share

Reprints & permissions