Third Past Study Exploring the consequences of brand credibility in services Tae Hyun Baek and Karen Whitehill

King (2011) Summary In this study, they research about the nature of the mechanism through which a brand influences consumer decision making is a long-standing area of inquiry among marketing scholars and practitioners. They explore 5 dimensions of hypothesized path values that are brand credibility, perceived quality, perceived risk, information cost saved, perceived value for money. This research will empirically investigate the impact of brand credibility on purchase intention in service settings. Variables studied in this paper The important variables provided in this paper are the following: 1. Brand credibility Brand credibility is the believability of the product position information embedded in a brand depending on consumers perceptions of whether the brand has the ability and willingness to continuously deliver what has been promised 2. Perceived quality 3. Perceived risk 4. Information cost saved 5. Perceived value for money

Conceptual model of this paper

We borrow Brand credibility to apply in our conceptual model.