Scientific Papers

JOURNAL OF INTERNATIONAL STUDIES


© CSR, 2008-2019
ISSN: 2306-3483 (Online), 2071-8330 (Print)

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The effect of brand credibility on search and credence goods: A cross-country analysis of Korea, China & France

Vol. 15, No 2, 2022

 

Joonyong Park

 

School of Business, Hanyang University,

Seoul, Korea

hyjyphd@gmail.com

ORCID 0000-0003-1058-3257

The effect of brand credibility on search and credence goods: A cross-country analysis of Korea, China & France

Xuan Chenghui

 

School of Business, Hanyang University,

Seoul, Korea

seunghuihyun@hotmail.com


Renee B. Kim

 

School of Business, Hanyang University,

Seoul, Korea

kimrby@gmail.com

ORCID 0000-0001-8983-2580 

 

 

 

Abstract. The purpose of this research is to investigate how brands as signals affect brand attributes/benefits and brand choices for search and credence goods. The empirical model approximates the relationship between brand credibility (BR) and consumers’ purchase intention (BCP), which is mediated by four selected constructs: perceived quality (PQ), information cost saved (ICS), lower perceived risk (LPR) and relative price (RP). This study examines the importance of brand credibility as a latent construct for brand attributes and benefits which influence consumers’ brand choices and purchase intentions. Consumers’ brand choice making process is assessed for three major consumer markets – Korea, China and France – for the month of October 2020. Different outcomes of the relative path importance in two product categories of three consumer markets evidently show that brand may need to ‘signal’ appropriate features (i.e., brand attributes/benefits) and context (i.e., elements of marketing mix) for various product/market conditions and consumer characteristics.

 

Received: December, 2021

1st Revision: February, 2022

Accepted: May, 2022

 

DOI: 10.14254/2071-8330.2022/15-2/13

 

JEL ClassificationG21, L26, O16

Keywordssignaling theory, brand credibility, cross-country analysis