DIRECT AND INDIRECT EFFECT OF BRAND CREDIBILITY, BRAND COMMITMENT AND LOYALTY INTENTIONS ON BRAND EQUITY

Veeva Mathew (), Sam Thomas () and Joseph I Injodey
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Veeva Mathew: Department of Business Administration, Rajagiri College of Social Sciences, Kochi, India
Sam Thomas: School of Management Studies, Cochin University of Science and Technology, Kochi, India
Joseph I Injodey: Principal, Rajagiri College of Social Sciences, Kochi, India

Economic Review: Journal of Economics and Business, 2012, vol. 10, issue 2, 73-82

Abstract: 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.

Keywords: brand credibility; brand commitment; loyality intentions; brand equity; structural equations modelling (SEM); sequential chi-square difference tests (SCDT) (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:tuz:journl:v:10:y:2012:i:2:p:73-82

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