DIRECT AND INDIRECT EFFECT OF BRAND CREDIBILITY, BRAND COMMITMENT AND LOYALTY INTENTIONS ON BRAND EQUITY
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 understan...
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| Format: | Article |
| Language: | English |
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Faculty of Economics, University of Tuzla
2012-11-01
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| Series: | Economic Review |
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| Online Access: | https://www.er.ef.untz.ba/index.php/er/article/view/172 |
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| _version_ | 1823859539348291584 |
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| author | Veeva Mathew Sam Thomas Joseph I Injodey |
| author_facet | Veeva Mathew Sam Thomas Joseph I Injodey |
| author_sort | Veeva Mathew |
| collection | DOAJ |
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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.
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| format | Article |
| id | doaj-art-6092c652faf247f996524380f72d1727 |
| institution | Kabale University |
| issn | 1512-8962 2303-680X |
| language | English |
| publishDate | 2012-11-01 |
| publisher | Faculty of Economics, University of Tuzla |
| record_format | Article |
| series | Economic Review |
| spelling | doaj-art-6092c652faf247f996524380f72d17272025-02-11T00:33:22ZengFaculty of Economics, University of TuzlaEconomic Review1512-89622303-680X2012-11-01102DIRECT AND INDIRECT EFFECT OF BRAND CREDIBILITY, BRAND COMMITMENT AND LOYALTY INTENTIONS ON BRAND EQUITYVeeva Mathew0Sam Thomas1Joseph I Injodey2Department of Business Administration, Rajagiri College of Social Sciences, Kochi, IndiaSchool of Management Studies, Cochin University of Science and Technology, KochiPrincipal, Rajagiri College of Social Sciences, Kochi 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. https://www.er.ef.untz.ba/index.php/er/article/view/172brand credibilitybrand commitmentloyalty intentionsbrand equitystructural equations modelling (SEM)sequential chi-square difference tests (SCDT) |
| spellingShingle | Veeva Mathew Sam Thomas Joseph I Injodey DIRECT AND INDIRECT EFFECT OF BRAND CREDIBILITY, BRAND COMMITMENT AND LOYALTY INTENTIONS ON BRAND EQUITY Economic Review brand credibility brand commitment loyalty intentions brand equity structural equations modelling (SEM) sequential chi-square difference tests (SCDT) |
| title | DIRECT AND INDIRECT EFFECT OF BRAND CREDIBILITY, BRAND COMMITMENT AND LOYALTY INTENTIONS ON BRAND EQUITY |
| title_full | DIRECT AND INDIRECT EFFECT OF BRAND CREDIBILITY, BRAND COMMITMENT AND LOYALTY INTENTIONS ON BRAND EQUITY |
| title_fullStr | DIRECT AND INDIRECT EFFECT OF BRAND CREDIBILITY, BRAND COMMITMENT AND LOYALTY INTENTIONS ON BRAND EQUITY |
| title_full_unstemmed | DIRECT AND INDIRECT EFFECT OF BRAND CREDIBILITY, BRAND COMMITMENT AND LOYALTY INTENTIONS ON BRAND EQUITY |
| title_short | DIRECT AND INDIRECT EFFECT OF BRAND CREDIBILITY, BRAND COMMITMENT AND LOYALTY INTENTIONS ON BRAND EQUITY |
| title_sort | direct and indirect effect of brand credibility brand commitment and loyalty intentions on brand equity |
| topic | brand credibility brand commitment loyalty intentions brand equity structural equations modelling (SEM) sequential chi-square difference tests (SCDT) |
| url | https://www.er.ef.untz.ba/index.php/er/article/view/172 |
| work_keys_str_mv | AT veevamathew directandindirecteffectofbrandcredibilitybrandcommitmentandloyaltyintentionsonbrandequity AT samthomas directandindirecteffectofbrandcredibilitybrandcommitmentandloyaltyintentionsonbrandequity AT josephiinjodey directandindirecteffectofbrandcredibilitybrandcommitmentandloyaltyintentionsonbrandequity |