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

Xuehua Wang; Zhilin Yang

doi:10.1108/S1474-7979(2011)0000021009

Login

Welcome:
Guest

Search for:

Browse:

Product Information:

Resources:

Advances in International Marketing

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

Subject Area: Marketing

Content: Series Volumes | Current Volume RSS

Options: To add Favourites and Table of Contents Alerts please take a Emerald profile

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.