Skip to main content
padlock icon - secure page this page is secure

The role of brand credibility in the relationship between brand innovativeness and purchase intention

Buy Article:

$19.54 + tax (Refund Policy)

This paper examines the interrelated effects of brand innovativeness, brand credibility, and consumer innovativeness on consumer purchase intention. While innovativeness has been extensively studied at the product, firm, and consumer level, there is a small but growing body of research that examines innovativeness at the brand level. The brand innovativeness construct has been theoretically validated although its role in consumer response to branded offerings is still underexplored. A structural equations model indicates that brands that are perceived as more innovative garner significantly higher purchase intent among consumers. The paper seeks to explain the mechanism by which this relationship occurs by introducing brand credibility as a partial mediating factor. Results suggest that marketers should emphasise their brand's innovation credentials as this has a positive effect on credibility and purchase intention.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: BRAND CREDIBILITY; BRAND INNOVATIVENESS; PURCHASE INTENTION

Document Type: Research Article

Publication date: June 1, 2017

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more