Exploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation model

David Martín-Consuegra, Monica Faraoni, Estrella Díaz and Silvia Ranfagni

Journal of Global Fashion Marketing, 2018, vol. 9, issue 3, 237-251

Abstract: Social media have opened up a whole new era for fashion companies and brands, encouraging them to identify innovative relationship with consumer. In order to face these new challenges, understanding the combinatory mechanism of brand credibility and brand image in the formation of brand purchase intention is strategic for fashion brands practitioners. The main purpose of this study is to examine the moderating effect of social media on the relationship between brand credibility, brand image and purchase intention of fashion brands. A conditional process analysis methodology is employed to describe the mediation and moderation effects of the variables analyzed. The findings show that brand credibility has a positive influence on brand image and purchase intention. In addition, social media activity is positively influential on the direct relationship between brand image and purchase intention. However, the results show that, over social media activity, the direct influence of brand credibility on purchase intention decreases. From a managerial point of view, the study helps fashion brand managers in executing marketing decisions through the evaluation of brand credibility and the understanding of the impact of social media activity to increase the brand image and consumer purchase.

Date: 2018
References: Add references at CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://hdl.handle.net/10.1080/20932685.2018.1461020 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:rgfmxx:v:9:y:2018:i:3:p:237-251

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rgfm20

DOI: 10.1080/20932685.2018.1461020

Access Statistics for this article

Journal of Global Fashion Marketing is currently edited by Yelena Wang

More articles in Journal of Global Fashion Marketing from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().