Authors : Hazem Mohamad ALKasassbh and Salniza Bt. Md. Salleh
Abstract: Brand credibility is the best proof of high quality, a sign of reliable information and distinctive position while brand uniqueness is what distinguishes a brand’s position in consumers’ minds. Both have the ability to affect a brand identity and brand image as they represent a reflection of the brand position. The current study examined the effect of brand credibility and brand uniqueness on brand image among 150 participants approached at one international airport located in Malaysia. PLS-SEM was used to analyze the data. As predicted, credibility and uniqueness were found to affect brand identity and brand image. The implications for future research and the limitations of the present study are discussed.
Hazem Mohamad ALKasassbh and Salniza Bt. Md. Salleh, 2016. The Role of Brand Credibility and Brand Uniqueness in Influencing Brand Image. International Business Management, 10: 5193-5200.