Celebrity Endorsement and Brand Credibility in the Carbonated Soft Drink Industry in Sri Lanka

Thusyanthy, Vadivelu

doi:10.5539/ijbm.v13n7p93

Cited by 3 publications

(4 citation statements)

References 27 publications

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“…Based on Table 6, it can be seen that brand commitment got the value of t count (7.140) > t table (1.965), it can be interpreted that brand commitment has a positive effect on electronic word of mouth. This result is in line with several previous studies regarding brand commitment which has a large effect on positive eWOM [25]. Brand commitment is closely related and will be interconnected.…”

Section: Resultssupporting

confidence: 92%

“…Based on previous research, several factors that can influence eWOM include user experience [22], behavioral intentions of application users on the internet that encourage users to spread eWOM [18], quality of goods/services [10], brand commitment [23] and brand credibility [24]. Several studies also discuss brand credibility and brand commitment which have a large effect on positive eWOM [25].…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Brand Commitment Analysis in Improving Electronic Word of Mouth

Dirgantari¹,

Hurriyati²,

Ashyfa³

et al. 2022

Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)

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This study aims to determine the effect of brand commitment on electronic word of mouth on music streaming application users in Indonesia. The research method used is quantitative with as many as 400 respondents who use streaming music applications. The data analysis technique uses path analysis. The results showed that brand commitment had an effect on electronic word of mouth. The dimension of continuance commitment in brand commitment gives the greatest contribution to electronic word of mouth.

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Section: Resultssupporting

confidence: 92%

Section: Introductionmentioning

confidence: 99%

Brand Commitment Analysis in Improving Electronic Word of Mouth

Dirgantari¹,

Hurriyati²,

Ashyfa³

et al. 2022

Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)

View full text Add to dashboard Cite

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“…Brand credibility dapat memfasilitasi perusahaan dalam menciptakan brand loyalty yang dapat mengatasi berita buruk yang muncul dari mulut ke mulut, merek yang kredibel memberikan banyak keuntungan bagi konsumen yang dapat membuat konsumen tetap membeli produk tersebut, brand credibility memiliki pengaruh positif bagi brand loyalty (Alam & Noor, 2020). (Thusyanthy, 2018) beranggapan bahwa jika suatu merek dapat memenuhi janjinya , maka dapat dikatakan merek tersebut sudah kredibel. Selain itu, brand credibility juga memiliki dampak yang positif pada attitude toward brand (Haq et al, 2022), (Nayeem et al, 2019)…”

Section: Kerangka Berpikir Penelitianunclassified

“…Penelitian ini sejalan dengan penelitian sebelumnya dari (Alam & Noor, 2020) meskipun dalam konteks pengukuran yang berbeda bahwa brand credibility dapat memfasilitasi perusahaan dalam menciptakan brand loyalty yang tentunya dapat mengatasi berita buruk yang muncul dari mulut ke mulut, merek yang kredibel memberikan banyak keuntungan bagi konsumen yang dapat membuat konsumen tetap membeli produk tersebut. Salain itu, penelitian ini juga sejalan dengan (Thusyanthy, 2018) walaupun konteks dan pengukuran yang dilakukan juga berbeda yang beranggapan bahwa jika suatu merek dapat memenuhi janjinya , maka dapat dikatakan merek tersebut sudah kredibel, merek yang di nilai kredibel oleh konsumen tentunya akan membuat konsumen setia terhadap merek tersebut. Hal itu terbukti bahwa penjualan smartphone android menduduki peringkat pertama di bulai mei 2022 berdasarkan data dari detikinet.…”

Section: Uji Deskriptif Dataunclassified

Pengaruh Brand Credibility Dan Brand Experience Terhadap Brand Loyalty Yang Dimediasi Oleh Attitude Towards Brand

Monika¹,

Kurniawati²

2023

SJR

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This study aims to analyze how the influence of Brand Credibility and Brand Experience on Brand Loyalty, either directly or through mediation through Attitude Towards Brand. Methodology: Design of this research is cross sectional where data is collected from respondents at a certain time, data collection uses side simple random to 232 respondents randomly in Indonesia, data analysis method uses Structural Equation Model (SEM) to test the hypothesis. Findings: The results show that brand credibility has a positive effect on attitude toward brand and brand loyalty, brand experience has a positive effect on brand loyalty. Attitude toward the brand mediates the effect of brand credibility and brand brand loyalty, either partially or fully through mediation. Implications: Thisxstudyxprovides a practicalxframeworkxforxthe marketing department of each android smartphone manufacturer that can explain how a brand credibility and brand experience created by the company can form brand loyalty, which is influenced directly or through mediation from attitude toward brand. consumers to each of these companies. So, the companies that oversee smartphone brands such as Samsung, Xiaomi and Oppo can maintain current policies to achieve a better level of brand loyalty in the future. In the long term, research on these variables will also help the marketing department to periodically check the proposed level of influence and compare it with previous results. If the value of the proposed influence can increase or remain at the same level, then the company can maintain the current policy on these variables. Originality: This research can contribute by proposing brand credibility, attitude toward brand and brand loyalty in a single model or separately. In addition, this study adds to other literature that also influences brand loyalty, namely brand experience because the experience of today's consumers is also an important thing that cannot be ignored

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Relationship of brand credibility and brand loyalty: the mediating effects of attitude toward brand

Haq

Alvi

Somroo

et al. 2022

JEAS

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PurposeCurrent research addresses the issue of brand loyalty while identifying its potential predictors. The research also examines the direct impact of brand credibility on brand loyalty and attitude toward brand and the direct impact of attitude toward brand and on brand loyalty respectively. Moreover, this research examines the mediating effect of attitude toward brand for the relationship of brand credibility and brand loyalty.Design/methodology/approachThis is a cross-sectional research. Data is collected with the help of structured questionnaire. Simple random sampling technique is used for gathering the data from 220 Samsung users from Lahore, Pakistan.FindingsResults indicate that brand credibility has a positive influence on attitude toward brand and brand loyalty respectively. Attitude toward brand partially intervenes the relation of brand credibility and brand loyalty.Research limitations/implicationsThere are some limitations of the current research. It includes only the customers of Samsung mobile. Data is collected from the customers of Lahore, Pakistan, only. This research can also be conducted among the customers of OPPO, Vivo and Apple and compare the results of current research with the results of OPPO, Vivo and Apple, which will provide the useful insights. This kind of research will also be conducted among the customers of other kinds of products like FMCGs, luxury items and even on the organizations of industrial products for generalizability. In future, customers of other cities of Pakistan like Karachi, Multan and Faisalabad may also be included for generalization.Practical implicationsThis research provides a practical framework for the marketing department of Samsung mobiles and explains how brand credibility shape the brand loyalty through the path of attitude toward Samsung mobiles. So, Samsung mobiles can maintain current policies regarding brand credibility and attitude toward brand for attaining the better level of brand loyalty. Longitudinal research studies on these variables will also be helpful for the marketing department of Samsung for checking the level of propose relationships periodically and comparing it with previous results which will provide the true picture about propose relationships. If the value of propose relationships increases or remains at same level, then Samsung can maintain the current policies about these variables and if the value of these variables decreases, the Samsung will improve the current policies about these variables.Originality/valueThis research contributed in theory of reasoned action by proposing the brand credibility, attitude toward brand and brand loyalty in single model. Before this, these relations were explained separately. This research adds to the body of literature by checking the mediating effect of attitude toward brand for the relationship of brand credibility and brand loyalty.

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Celebrity Endorsement and Brand Credibility in the Carbonated Soft Drink Industry in Sri Lanka

Cited by 3 publications

References 27 publications

Brand Commitment Analysis in Improving Electronic Word of Mouth

Brand Commitment Analysis in Improving Electronic Word of Mouth

Pengaruh Brand Credibility Dan Brand Experience Terhadap Brand Loyalty Yang Dimediasi Oleh Attitude Towards Brand

Relationship of brand credibility and brand loyalty: the mediating effects of attitude toward brand

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