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Essay On Brand Credibility

1758 Words8 Pages

Customer experiences are major driving forces behind their decision-making related to brand re-purchase and re-use. Majority of companies have failed to adopt the marketing mix that dwells upon the needs of the consumers, as the customer would love to buy the way he wants it to. These companies misunderstand the power of the present-day customer and are unable to assure them. As a result, the customer becomes unsatisfied and may sometimes be over-promised. All this, directly and indirectly, affects the credibility of the brand and the customer’s loyalty towards it. As a starting point, trust-building is the most basic yet significant milestone facing a brand manufacturer. Customer satisfaction develops trustworthiness of the brand with the consumer. They, as a …show more content…

Individuals try to choose between the alternates based on their social identities and therefore, can be attracted or motivated towards a brand if it represents their identities. For example, a brand having an Islamic name and locally made may have better response from customers as compared to a foreign brand not conforming to their religious beliefs. 3. Review of literature and hypotheses development Brand credibility Brand credibility is a multi-characteristic term that imitates the integrity of the brand in the eyes of the customer. The characteristics of the term include the reliability of the brand in terms of claim-justification, truthfulness, trust-spreading and delivering what is advertised by the manufacturer. Stating plainly, brand credibility is a three-fold term necessitating trustworthiness, expertise and attractiveness . Brand credibility is considered an important factor impacting the brand’s customer base and its market share. Brand signaling theory also peeps into this significance by implying the relevance of brand credibility in fabricating brand equity

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