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Exploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation model [探索时尚品牌的品牌信誉、购买意向以及社交媒体之间的关系：条件中介模型]

dc.contributor.authorMartín-Consuegra D.
dc.contributor.authorFaraoni M.
dc.contributor.authorDíaz E.
dc.contributor.authorRanfagni S.
dc.date.accessioned2020-09-02T22:22:24Z
dc.date.available2020-09-02T22:22:24Z
dc.date.issued2018
dc.identifier10.1080/20932685.2018.1461020
dc.identifier.citation9, 3, 237-251
dc.identifier.issn20932685
dc.identifier.urihttps://hdl.handle.net/20.500.12728/5222
dc.descriptionSocial 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. ©, © Korean Scholars of Marketing Science.
dc.language.isoen
dc.publisherRoutledge
dc.subjectbrand credibility
dc.subjectbrand image
dc.subjectelectronic word-of-mouth (eWOM)
dc.subjectpurchase intention
dc.subjectSocial media activity
dc.titleExploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation model [探索时尚品牌的品牌信誉、购买意向以及社交媒体之间的关系：条件中介模型]
dc.typeArticle


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