Abstract:

Brand credibility is
very important aspect for all types of businesses and it has a great role in
building customer loyalty to a specific brand. When a customer become committed
or loyal to a particular brand then that brand always gains his preference when
its customer have so many other alternative options to buy a product. The more
time of a customer spent with a particular brand the more credible that brand
becomes on customer mind and this loyalty is built by offering best quality
product to its customer, more promotional offers and certain benefits like
loyalty cards to its loyal customers and giving them special discounts for
their commitment to that brand. A customer always perceives his/her favorite
brand to be most credible among other brands and the customer assume his brand
to be most trustworthy and his/her willingness to pay even more to buy that
product increases. Brand credibility has a strong connection with the brand
intention of a customer.

Objective of study:

The main purpose of this study is to
investigate impact of brand credibility on consumer purchase intention. Brand
consumers are very conscious about their brand quality and quality ultimately
decides brand creditability. Credible brands have a strong impression on the
mind of consumer and this quality of brand make the decision of consumer easier
to go for the same brand without bothering other brands. It also increases
consumer loyalty and commitment towards that brand. The conditions under which
this loyalty is built and when a brand become credible on customer’s mind then
his level of commitment towards that brand.

 

 

Significance:

Brand creditability has been very
important quality of brand who want their customer to be satisfied with buying
their product to build strong positive image on consumer mind which will in
turn build brand creditability. Brand credibility is very important aspect of
brand users and it has a great impact on the purchase decision. Great attention
has been devoted to capture impact of brand on consumer choice. This research
will reveal the impact of brand creditability on consumer purchasing decision. Our
self-generated hypothesis investigates the influence of brand credibility on
consumer’s purchase intention which will help brands understanding importance
of credibility on its loyal customer mind also, its influence on consumer
behavior.

Introduction:

Credibility is defined as the quality of
of an entity at a specific time and also have two characteristics i.e.  trustworthiness and expertise. Thus, brand
credibility is defined as the assumption of trustworthiness of the product
information promised by a brand, which requires that consumers believe that the
brand have the ability (i.e., expertise) and willingness (i.e.,
trustworthiness) to deliver exactly what has been promised by them (in fact, if
brand do not deliver what it has promised then it will be a compromise on its
credibility)

Brand creditability is of great
importance in all types and nature of businesses.

A brand’s profitability is somehow
interlinked with its customer’s level of considering a brand credibility. Brands
maintain high quality to meet its customer’s expectation and brands do vast advertising
and also arrange some promotional offers for its loyal customers. The brand
believability and brand prestige has a positive effect on customer purchases
intention when he perceives brand’s quality to be best and he thinks that
information cost will be reduced also he sees low risks in buying that
particular product from that brand (Baek et al.,
2010)  The name of a brand and its symbol of product
and identity differentiates it from its competitors (Keller 2012) some organizations
use its goodwill to attract customers and they provide its customers the
products according to their demands (Merz et al., 2009; Vargo and Lusch, 2004) brands
use effective and differentiated strategies for its differentiation in the mind
of customers from competitors (Colucci et al., 2008; Madden et al.,2006) Chen
and Chang (2008 )argued that a brand that is strong in image increases customer
trust on it and his belief in the product as brand credibility and brand loyalty
has a strong link. Brand credibility is the characteristics of brand that
relates to the trust of customer in the quality of brand that it has promised (Chen andChang, 2008). (Chen andChang, 2008) argued that brand
creditability should be built at managerial and strategic level to ensure brand
value  (Jara andCliquet, 2012). The
purchase behavior of customer associated with a certain product can be used as
an instrument to evaluate his buying habit (Wang and Yang (2010)) revealed
results of their study  that there is a
significant impact of brand credibility on consumer brand purchase intention
and only few researchers conduct research about this link and even it has great
importance, still it receives little attention (Baek et al.,
2010).  Brand credibility significantly affects
purchase intentions of a consumer (chi et al., 2008; Arslan & Altuna, 2010;
Irshad, 2012 ;Aziza & Ajini, 2012; Tariq et al., 2013). Divolf (2005)
proposed that customer intension of buying has a great link with brand
credibility and this link is said to be brand awareness. Decision convenience
plays a strong role in the brand creditability and purchase need of customer.
Consumers are highly interested in continuing relationship with their favorite
and credible brand and they prefer to buy product from their favorite brand
instead of going to another one (Evanschitzky et al.,
2006) the credibility of a
brand and consumer perceived value are the two most important features that
marketers need to pursue for building a strong brand  (Vanrenen, 2005) Credibility of a brand is
defined as the assumption of a customer that the brand has an ability to
deliver what it promises (Erdem & Swait, 2004) when we try to attach
customer to our brand, it is a concern stone for a brands relationship
management team. He also describes that there are some conditions which can be
also called limitations to gaining customer loyalty i.e. if ethical conditions
are not properly followed (Schmalz andOrth, 2012)

              Literature review:

In
today’s environment with high level of competition, a firm can secure a
comfortable position in the market place in the long term if it improves
consumer’s loyalty for that brand (Amine, 1998) Results of a controlled
experiment which was conducted on the role of brand awareness affecting
customer choice showed that brand awareness had a strong effect on customer (Hoyer andBrown, 1990) Brand recall can be
understand as the brand name which comes in consumer’s mind when he/she sees a
product category and brand recognition means consumers has the ability to
recognize the brand when there is brand cue (Chi et al., 2009)  (Erdem andSwait, 2004)  find that brand credibility has a great impact
on brand choice and consideration set formation more and through more
constructs in that way with high uncertainty and sensitivity to such
uncertainty, credibility effects are present in all categories. brand credibility serves in a critical role,
it  significantly improves consumer point
of view about a brand and reduces danger of switching behaviors among
customers, these relationships are built  by customer satisfaction and commitment.(Sweeney
andSwait, 2008) Brand image and brand awareness are found to be positively enhancing
the relationship between the credibility of brands and consumers’ brand
purchase intention. (Wang andYang,
2010) Baek reveals from a study of brand
creditability and brand prestige that credibility
of a brand and  prestige of a brand both
have a positive influence on brand purchase intention through perceived
quality, cost of information saved, and perceived risk under various product
categories indicating the high and low self-expressive nature(Baek et al., 2010) (Erdem andSwait, 2004) reveals that when the credibility is raised on consumer
mind then he does not remain price sensitive anymore thus brand creditability is
presumed to have a strong effect on purchasing decision of consumer (Erdem andSwait, 2004) brand experience affects consumer satisfaction and loyalty directly and
indirectly through brand personality associations. Brands as often as possible utilize endorsers or
spokespersons as solid sources to impact buyers’ states of mind and buy
expectations. Corporate believability the notoriety of an organization for
trustworthiness and ability is another kind of source validity that can impact
customer responses to advertisements and shape mark mentalities(Goldsmith et al., 2000)

Brand users evaluate
the credibility of the organizations and spokespersons and additionally their
states of mind toward the promotions and brands, and they aim to buy the
publicized item(Lafferty et al., 2002) The brand with the higher promotional spending plan yield
generously more elevated amounts of brand value. Thusly, the brand with the
higher value in every classification create altogether more noteworthy
inclinations and buy expectations (Cobb-Walgren et al., 1995) Brand mentality methodology is viewed as mirroring a
collaboration between a potential shopper’s inclusion with the buy choice and
the basic inspiration to buy. (Percy andRossiter,
1992)

 

Hypothesis:

From the above aspects of brand creditability,
we came to some important questions about our area of research that how
consumer commitment to a certain brand lead him to purchase certain product
from his/her credible brand. Is there any positive relationship between brand
creditability and decision convenience, commitment and purchase intention? We
wanted to find out that how strong is the influence of brand credibility is on
the customer mind and how he perceives product from a particular brand will
always be best and worth paying for. 
Also the brand credibility always leads to trustworthiness on customer
mind that he will go for a particular brand because of its credibility and this
characteristic of trustworthiness leads him to always go for the same brand
with considering other brands and even if the customer considers alternatives,
he/she still find his favorite brand to be the best.

We generated three hypothesis

H1:  
Brand credibility always leads to high trustworthiness to consumers

H2:   brand credibility has strong positive effect
on customer purchase intention

 

 

Methodology:

To conduct this survey about brand
credibility the main variables were brand credibility and customer purchase
intention. Now a day when brands are so much important and reachable for all
types of customer low or high income, both categories have become so much
conscious about their brand so we often categorize them as brand conscious
people. These brand conscious people are able to buy a brand or any brand
because of their perception that brands always come up with top quality, some
of these people are only brand conscious while some are brand conscious with a
particular brand and they find themselves so much loyal to that brand that they
will always go for that brand even at any condition. Now coming to the point
our target audience were the second category who believed that their brand is
so much credible and their brand also provides best quality and they not only
go for shopping to that brand but they will also spread good word of mouth to
their peer and would love to suggest them that brand for shopping.

The population contained the consumer of
clothing brand of Lahore, Pakistan. Sample was collected from 5 respondents through
convenience sampling who were using same brand for clothing from last 5-10
years. Primary source was used to collect data from respondents. Our study
adopted self-generated questionnaire about some brand creditability,
trustworthiness and purchase intension questions and used 7 rating point Likert
scale (1. strongly disagree 2. slightly disagree 3. Disagree 4. neutral 5.
agree 6. slightly agree 7. strongly agree) for measurement. Controlled variable
was time. There is one independent variable i.e. brand credibility and one dependent
variables i.e. purchase intention. This research was conducted ethically while
keeping all the rules of ethics in mind. This study was conducted to find out
relationships between brand credibility and consumer behavior or purchase
intention as a result of credibility. This study examines relationship between
creditability and purchase intention of consumer of clothing brand. Results
reveals that there is a positive and significant relationship between brand
creditability and purchase intension and also when there is strong
creditability the consumer has strong bond of trustworthiness about brand that
his/her brand is meeting his requirements more than his/her expectations. This
study cannot be generalized in all regions of Pakistan because it covered a
very small number of respondents however findings of this study are consistent
with the study of Erdem and Swait (2004) who argued that higher creditability
will have strong probability that the consumer will choose that product. It
shows that when customer is extremely loyal to its brands and have a strong
belief that his/her brand has the ability to deliver what is promises and even
more than that then his/her sensitivity about price of a certain product of
that brand decreases. Consumers loyalty is not as simple as it can be
perceived. To control consumer loyalty a brand must make its best effort to
provide best quality Because this is very
important for a brand to gain customer loyalty and also good word of mouth.

Tool for
data collection:

Primary data has been
collected for identifying the impact of consumer brand credibility on consumer
purchase intention.  The data was
collected through survey and 7 point Likert scale questionnaire is used for
this research project.  Questionnaire was
used for the target people to get a quick idea of their perception about their favorite
clothing brand because it is best way to identify target population point of
view by not consuming their so much precious time and is also very cost
effective and it is also very efficient way of data collection from respondents
and easy to analyze. The questionnaire is divided in to two sections. Section 1
contain questions about brand credibility. Section 1 of questionnaire gains
assessment of the perception of a brand user about the quality of his favorite
brand and the point of view of customer about the trustworthiness of his favorite
brand and the time from which the consumer is attached to this brand, and
consistency if brand quality during the consumer loyalty period with that
brand. Section 2 assesses the target audience about their purchase intention.
This section covers very important aspects of this study that will consumer be
always be buying this brand, his level of biasedness about that particular
brand and his willingness to pay more and more to that brand for its products. For
a firm or an organization its credibility is always important. Credibility is
not only required to attract customers and make large amount of loyal customers
but also to make good PR in the business circle. For this firms often seeks to
make a department for its customer relationship and take feedback from their
customer to simply identify what improvement their customer wants and how to make
its best effort to provide them, according to the literature we find out that
brand credibility is the most important characteristics a firm must have. The
literature shows that credibility is very important to gain customer interest
and when this interest is developed then there are wide chances that the
customer will remain loyal to a particular brand and it is the possibility that
he always prefer that brand while shopping and in this their purchase decision
is highly influenced by the brand credibility or their trust in that brand. We
also come to similar results when we did a survey with the extremely loyal
customer to a particular brand. Our results also showed the same results that
when a customer become a loyal customer of a brand then he always sees his
brand to be providing the best quality product and that particular brand is
always on their top priority. When we conducted this survey we took point of
view of loyal customer by questionnaire. The results of all the question asked
in the questionnaire has a similar understanding as the results we took from
the previous studies about brand credibility. A customer sees his brand as a
name or a symbol that can be easily trusted on. They were having a strong point
of view that they are always provided with best quality product and they do not
see any chance in the long-term that they are supposed to switch to any other
brand. They find best product from their favorite brand and hopefully they will
stay committed to that brand in the long term. When asked they had a strong
view that they are likely to pay even more if their brand raises prices, just
to get the product that is offered by their brand.

 

Conclusion:

Brand credibility is
very important and obvious aspect of all kinds of businesses. For all types of
businesses consumer loyalty and commitment to a brand is also very important.
We conducted this survey on consumer purchase intention and this target of this
survey was the loyal consumers of brand. After getting all the relevant
information about brand credibility we come to this conclusion that the most
important task for an organization is to provide best quality to its customers
and provide various promotional offers to build customer interest in a
particular brand. When this trust with the consumers is built then it will be
easier to access them for further loyalty building stages. When is strongly
build on consumer’s mind then he will become loyal customer and his commitment
will make him biased about a particular brand. A consumer will always give
preference to his/her favorite brand after comparing that particular brand with
other brands. The above results show some shocking results about customer commitment
and brand credibility. The results show that when a brand earns enough
credibility on consumer mind then the consumer become so much committed to this
brand that he can even pay more for the product just because that product is
being offered by his/her favorite brand. Also when credibility is high on
consumer mind then he has a blind trust on that brand and he always find the
product with best quality and better than the product that are offered by
different brands.