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Exploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation model

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  • David Martín-Consuegra
  • Monica Faraoni
  • Estrella Díaz
  • Silvia Ranfagni

Abstract

Social media have opened up a whole new era for fashion companies and brands, encouraging them to identify innovative relationship with consumer. In order to face these new challenges, understanding the combinatory mechanism of brand credibility and brand image in the formation of brand purchase intention is strategic for fashion brands practitioners. The main purpose of this study is to examine the moderating effect of social media on the relationship between brand credibility, brand image and purchase intention of fashion brands. A conditional process analysis methodology is employed to describe the mediation and moderation effects of the variables analyzed. The findings show that brand credibility has a positive influence on brand image and purchase intention. In addition, social media activity is positively influential on the direct relationship between brand image and purchase intention. However, the results show that, over social media activity, the direct influence of brand credibility on purchase intention decreases. From a managerial point of view, the study helps fashion brand managers in executing marketing decisions through the evaluation of brand credibility and the understanding of the impact of social media activity to increase the brand image and consumer purchase.

Suggested Citation

  • David Martín-Consuegra & Monica Faraoni & Estrella Díaz & Silvia Ranfagni, 2018. "Exploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation model," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 9(3), pages 237-251, July.
    • Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:3:p:237-251
    DOI: 10.1080/20932685.2018.1461020
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    Cited by:

    1. Pedro Almeida & Paulo Rita & Diego Costa Pinto & Márcia Herter, 2024. "The power of facial expressions in branding: can emojis versus human faces shape emotional contagion and brand fun?," Journal of Brand Management, Palgrave Macmillan, vol. 31(5), pages 543-556, September.
    2. Weronika Wojdyla & Ting Chi, 2024. "Decoding the Fashion Quotient: An Empirical Study of Key Factors Influencing U.S. Generation Z’s Purchase Intention toward Fast Fashion," Sustainability, MDPI, vol. 16(12), pages 1-16, June.
    3. Sesar Vesna & Hunjet Anica & Martinčević Ivana, 2023. "Generation Z Purchase Intentions: Does Sponsorship Disclosure Matter?," Business Systems Research, Sciendo, vol. 14(2), pages 158-172, December.
    4. Richard Bläse & Matthias Filser & Sascha Kraus & Kaisu Puumalainen & Petra Moog, 2024. "Non‐sustainable buying behavior: How the fear of missing out drives purchase intentions in the fast fashion industry," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 626-641, February.
    5. Cláudia Lessa & Arnaldo Coelho, 2024. "Building Trust in Higher Education Institutions: Using Congruence to Overcome Scepticism and Increase Credibility, Reputation, and Student Employability Through CSR," Corporate Reputation Review, Palgrave Macmillan, vol. 27(1), pages 18-32, February.

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