Series editor(s): Professor Shaoming Zou
Subject Area: Marketing
|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.|
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.
Complete and print this form to request this document from your librarian