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Direct And Indirect Effect Of Brand Credibility, Brand Commitment And Loyalty Intentions On Brand Equity

Author

Listed:
  • Veeva Mathew

    (Department of Business Administration, Rajagiri College of Social Sciences, Kochi, India)

  • Sam Thomas

    (School of Management Studies, Cochin University of Science and Technology, Kochi, India)

  • Joseph I Injodey

    (Principal, Rajagiri College of Social Sciences, Kochi, India)

Abstract

Brand equity has been and will be an area of interest for marketing managers. All marketing efforts are directed toward the development of brand equity. Therefore efforts are taken among the researchers, to understand the concept of brand equity as deep as possible. This paper attempts to understand the interrelationships among key formative indicators of brand equity, using belief-attitude- intention hierarchy of effects. The formative indicators include brand credibility, brand commitment, and loyalty intentions. Using Sequential Chi-square Difference Test in Structural Equations Modelling, the researchers identified the mediating role of brand commitment and loyalty intentions, in the formation of brand equity.

Suggested Citation

  • Veeva Mathew & Sam Thomas & Joseph I Injodey, 2012. "Direct And Indirect Effect Of Brand Credibility, Brand Commitment And Loyalty Intentions On Brand Equity," Economic Review: Journal of Economics and Business, University of Tuzla, Faculty of Economics, vol. 10(2), pages 73-82.
    • Handle: RePEc:tuz:journl:v:10:y:2012:i:2:p:73-82
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    References listed on IDEAS

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    Cited by:

    1. Shahid Nawaz & Yun Jiang & Faizan Alam & Muhammad Zahid Nawaz, 2020. "Role of Brand Love and Consumers’ Demographics in Building Consumer–Brand Relationship," SAGE Open, , vol. 10(4), pages 21582440209, December.
    2. Naufal BACHRI & Abdul RAHMAN LUBIS & NURDASILA & M. Shabri ABD. MAJID, 2016. "Credibility and Consumer Behavior of Islamic Bank in Indonesia: A Literature Review," Expert Journal of Marketing, Sprint Investify, vol. 4(1), pages 20-23.
    3. Sergio Andres Osuna Ramirez & Cleopatra Veloutsou & Anna Morgan-Thomas, 2017. "A Systematic Literature Review of Brand Commitment: Definitions, Perspectives and Dimensions," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 3(3), pages 305-332, July.
    4. Linwan Wu, 2017. "Relationship building in nation branding: The central role of nation brand commitment," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(1), pages 65-80, February.

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    More about this item

    Keywords

    brand credibility; brand commitment; loyality intentions; brand equity; structural equations modelling (SEM); sequential chi-square difference tests (SCDT);
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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