The Effect of Brand Credibility on Search and Credence Goods: A Cross-Country Analysis of Korea, China & France

• Autorzy: Joonyong Park , Xuan Chenghui , Renee B. Kim
• Języki publikacji: EN

Abstrakty

EN

The purpose of this research is to investigate how brands as signals affect brand attributes/benefits and brand choices for search and credence goods. The empirical model approximates the relationship between brand credibility (BR) and consumers' purchase intention (BCP), which is mediated by four selected constructs: perceived quality (PQ), information cost saved (ICS), lower perceived risk (LPR) and relative price (RP). This study examines the importance of brand credibility as a latent construct for brand attributes and benefits which influence consumers' brand choices and purchase intentions. Consumers' brand choice making process is assessed for three major consumer markets - Korea, China and France - for the month of October 2020. Different outcomes of the relative path importance in two product categories of three consumer markets evidently show that brand may need to 'signal' appropriate features (i.e., brand attributes/benefits) and context (i.e., elements of marketing mix) for various product/market conditions and consumer characteristics. (original abstract)

Słowa kluczowe

PL

Efekt sygnalizacji; Wiarygodność; Marka

EN

Signalling effect; Credibility; Brand

• Czasopismo: Journal of International Studies
• Rocznik: 2022
• Tom: 15
• Numer: nr 2
• Strony: 199-209

Twórcy

autor

Joonyong Park

• Hanyang University, Seoul, Korea

autor

Xuan Chenghui

• Hanyang University, Seoul, Korea

autor

Renee B. Kim

• Hanyang University, Seoul, Korea

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Identyfikatory

DOI

10.14254/2071-8330.2022/15-2/13