The differential roles of brand credibility and brand prestige in consumer brand choice

Tae Hyun Baek, Jooyoung Kim, Jay Hyunjae Yu

Research output: Contribution to journalArticlepeer-review

232 Scopus citations

Abstract

This study explores how brand credibility and brand prestige affect brand purchase intention and empirically investigates how the combinatory mechanism of brand credibility and brand prestige materialize across multiple product categories. The proposed model of six latent constructs is tested with structural equation modeling analysis: brand credibility, brand prestige, perceived quality, information costs saved, perceived risk, and brand purchase intention. The results suggest that both brand credibility and brand prestige positively influence brand purchase intention through perceived quality, information costs saved, and perceived risk under different product categories representing the high and low self-expressive nature. Several implications for advertising messages and brand positioning strategies are discussed.

Original languageEnglish
Pages (from-to)662-678
Number of pages17
JournalPsychology and Marketing
Volume27
Issue number7
DOIs
StatePublished - Jul 2010

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

Fingerprint

Dive into the research topics of 'The differential roles of brand credibility and brand prestige in consumer brand choice'. Together they form a unique fingerprint.

Cite this