Drivers of brand credibility in consumer evaluation of global brands and domestic brands in an emerging market context

Srivastava, Ankur; Dey, Dipanjan Kumar; Balaji, .

doi:10.1108/jpbm-03-2018-1782

Cited by 34 publications

(53 citation statements)

References 70 publications

(95 reference statements)

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“…In a CRM context, a critical factor in managing long-term relations with customers is brand credibility. Recent findings by Srivastava et al (2020) and Shams et al (2017) saw a significant and positive connection between purchase intention and brand credibility. Jamshidi and Rousta (2021) also found that the brand–consumer relationship depicted by the image and credibility of the brand significantly affects customer satisfaction.…”

Section: Brand Credibility Customer Satisfaction and Commitmentmentioning

confidence: 90%

An empirical investigation of the factors affecting customer lifetime value

Dandis

Eid

Robin

et al. 2021

IJQRM

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PurposeThe main objective of this paper is to investigate the factors affecting customer lifetime value (CLV) for Internet service providers in Jordan, namely, technical quality, functional quality, brand credibility, confidence benefits, special treatment benefits, customer satisfaction and commitment.Design/methodology/approachAn online survey was conducted involving a sample of 481 respondents. SPSS was used to analyse the data and test the proposed relationships, while SmartPLS was used to examine the robustness of our results.FindingsResults showed that confidence benefits, special treatment benefits and brand credibility had a significant and positive impact on customer satisfaction and commitment, with brand credibility appearing as the most influential factor leading to customer satisfaction and commitment, and ultimately CLV. Furthermore, research reveals an insignificant relationship between functional quality, technical quality and customer satisfaction.Practical implicationsServices' providers seeking to increase CLV need to build strong and sustainable relationships with their customers.Originality/valueThis study incorporates a set of crucial customer relationship management strategies that could be universally applied to enhance customers benefits and business performance. This is also the first study of its kind conducted in the Middle East, particularly in Jordan.

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Section: Brand Credibility Customer Satisfaction and Commitmentmentioning

confidence: 90%

An empirical investigation of the factors affecting customer lifetime value

Dandis

Eid

Robin

et al. 2021

IJQRM

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“…Vietnam as an emerging tourism market, needs to develop its competitiveness to attract international tourists (Kandampully and Solnet, 2019). The characteristics of emerging markets, including the high level of market discrepancy and inadequate infrastructure and incomplete information, affect customer behavior (Srivastava et al, 2020). Therefore, with successful replication, this study and its results may be generalized to other similar destinations.…”

Section: Managerial Implicationsmentioning

confidence: 94%

Brand equity and customer satisfaction: a comparative analysis of international and domestic tourists in Vietnam

Tran

Nguyen

Tran

2020

JPBM

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Purpose This paper aims to examine the relationships between brand equity, customer satisfaction and cultural distance for a tourism destination. The mediating role of customer satisfaction and the moderating effect of cultural distance in these relationships are assessed. Design/methodology/approach The direct–indirect–moderating relationships were assessed by applying covariance-based SEM (CB-SEM), mediating and multi-group analysis. A paper survey was used to collect data from 618 tourists (domestic and international tourists) visiting a destination in Vietnam. Findings The findings support direct positive links between the dimensions of brand equity and customer satisfaction, except for the effect of destination brand awareness on destination brand loyalty. This work further demonstrates the mediating effect of customer satisfaction on the indirect relationships between the dimensions of brand equity. Cultural distance was found to moderate the connections between the research concepts. Research limitations/implications Future research should explore the model’s relationships based on comparisons in different destinations, to better understand the impact of cultural factors. Originality/value This study identifies specific factors to increase branding efficiency by developing and testing the relationship between brand equity and customer satisfaction. Using moderating variables through the lens of cultural distance, it proposes a mediated model. This work contributes to practice by informing destination managers on how to improve brand equity and satisfaction based on the cultural characteristics of international and domestic visitors.

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“…Many of these studies have been centered on relationship marketing and provide the most insights into relation exchanges (Yoganathan et al, 2015). Trust is created in many different ways but is usually rooted in utilitarian and hedonic sources, including perceived quality, prestige and identitybased components of shared values, goals and cultural heritage (Huaman-Ramirez et al, 2019;Srivastava et al, 2020).…”

Section: Conceptual Framework and Research Hypothesesmentioning

confidence: 99%

Impact of perceived brand localness and globalness on brand trust to predict customer responses towards retail banks: the case of Trinidad and Tobago

Rambocas

Narsingh

2022

IJBM

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PurposeThis paper compares the relative influence of perceived brand localness (PBL) and perceived brand globalness (PBG) on customer behavioral responses of brand loyalty (BL), willingness to pay price premiums (WTPP) and positive word of mouth (PWOM) towards retail banks. It further examines the mediating effects of brand trust (BT) on these relationships.Design/methodology/approachData were collected from 320 retail banking customers in Trinidad and Tobago and analyzed with exploratory factor analysis and multiple regression analysis (MRA).FindingsThe findings show that PBL has a more substantial impact on BL, willingness to pay a price premium and PWOM compared to PBG. The results also show that BT mediates the relationships between PBL and PBG on customer brand-related responses. The effect is more substantial for brands perceived as local.Practical implicationsThe findings have important implications for banks in developing countries and suggest that localized positioning and branding strategies will trigger preferential brand-related responses in retail banking services. The paper ends with a discussion on the practical implications of these findings and present future research opportunities.Originality/valueThe paper responds to the rising skepticism and discomfort with globalization. It offers bank managers valuable insights on how global and local branding strategies affect brand-related outcomes. The study contributes to the literature by empirically comparing the effects of PBL and PBG in retail banking and demonstrating the unique contribution of BT in explaining why customers respond differently to global and local brands. It also simultaneously considers multiple customer responses.

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Drivers of brand credibility in consumer evaluation of global brands and domestic brands in an emerging market context

Cited by 34 publications

References 70 publications

An empirical investigation of the factors affecting customer lifetime value

An empirical investigation of the factors affecting customer lifetime value

Brand equity and customer satisfaction: a comparative analysis of international and domestic tourists in Vietnam

Impact of perceived brand localness and globalness on brand trust to predict customer responses towards retail banks: the case of Trinidad and Tobago

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