The Influence of Brand Credibility on Consumers’ Attention to Sales Promotions
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DOI: 10.1080/10496491.2020.1745981
Abstract: Abstract This research aims to analyze the effects of perception-based brand credibility on the attention paid by consumers to sales promotions. An eye-tracking study was conducted to analyze the sales promotions of different brand types… read more here.
Keywords: sales promotions; credibility; brand; attention ... See more keywords
The impact of endorser and brand credibility on consumers’ purchase intention: the mediating effect of attitude towards brand and brand credibility
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DOI: 10.1080/13527266.2019.1604561
Abstract: ABSTRACT Fierce competition within the fashion industry compels apparel companies to formulate a variety of marketing strategies to entice consumers, enhancing their purchase intention (PI). This study examines the relationship between endorser credibility (EC) and… read more here.
Keywords: credibility; brand; attitude towards; purchase intention ... See more keywords