Brand credibility and purchase intention among users of shopping and convenience goods The moderating role of brand involvement

By:

ALEX N, JOJI

Contributor(s):

THOMAS, JITHIN

Material type:

Mixed materialsPublication details: 2014Description: 17-24Subject(s):

BRAND MANAGEMENT

NLM classification:

658.827

In: INDIAN JOURNAL OF MARKETINGMSummary: In the present study, we explore the moderating role of brand involvement, which is a potential factor influencing the relation between brand credibility and brand purchase intention. The study is intended for two categories of products, that is convenience products and shopping products. The product being shopping in nature, the brand credibility (BC) and purchase intention (PI) scores are relatively higher and significant for two categories of brand involvement (BI), depicting the complexity and importance shown by consumers whileshopping for high ticket shopping goods.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		44/4	Available		P15468

In the present study, we explore the moderating role of brand involvement, which is a potential factor influencing the relation between brand credibility and brand purchase intention. The study is intended for two categories of products, that is convenience products and shopping products. The product being shopping in nature, the brand credibility (BC) and purchase intention (PI) scores are relatively higher and significant for two categories of brand involvement (BI), depicting the complexity and importance shown by consumers whileshopping for high ticket shopping goods.

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