THE MEDIATING ROLE OF BRAND CREDIBILITY ON THE RELATIONSHIP BETWEEN BRAND FAMILIARITY AND BRAND ATTITUDE OF GREEN PRODUCT
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Published:
Feb 23, 2018
Keywords:
brand credibility brand familiarity brand attitude towards green product
Main Article Content
Abstract
The purposes of this research were to examine the mediation effect of brand credibility on the relationship between brand familiarity and brand attitude towards green products, and to study the effects of brand familiarity and brand credibility on attitude towards green products. The research data were collected from 830 students of AA University (AAU; a pseudo name) by convenience sampling. The results of the study indicated that brand familiarity had direct effect on brand credibility and brand credibility had positive relationship with brand attitude. Furthermore, brand credibility had partial mediation effect on relationship between brand familiarity and brand attitude which was significant at the .01 level.
Article Details
How to Cite
จิตรเกื้อกูล เ., ตันติประภา พ., ตันสุหัช ภ., & วินิท ว. (2018). THE MEDIATING ROLE OF BRAND CREDIBILITY ON THE RELATIONSHIP BETWEEN BRAND FAMILIARITY AND BRAND ATTITUDE OF GREEN PRODUCT. Sripatum Review of Humanities and Social Sciences, 17(1), 72–82. Retrieved from https://so05.tci-thaijo.org/index.php/spurhs/article/view/113150
Section
บทความวิจัย
1. กองบรรณาธิการสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
2. บทความทุกเรื่องจะได้รับการตรวจสอบทางวิชาการโดยผู้ทรงคุณวุฒิ แต่ข้อความและเนื้อหาในบทความที่ตีพิมพ์เป็นความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว มิใช่ความคิดเห็นและความรับผิดชอบของมหาวิทยาลัยศรีปทุม
3. การคัดลอกอ้างอิงต้องดำเนินการตามการปฏิบัติในหมู่นักวิชาการโดยทั่วไป และสอดคล้องกับกฎหมายที่เกี่ยวข้อง
References
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Biswas, A., & Roy, M. 2016. Impact of Social Media Usage Factors on Green Choice Behavior Based on Technology Acceptance Model. Journal of Advanced Management Science, 4(2).
Bolton, L. E., & Reed, A. I. 2004. Sticky Priors: The Perseverance of Identity Effects on Judgment. Journal of Marketing Research, 41(4), 397-410.
Brinol, P., Petty, R. E., & Tormala, Z. L. 2004. Selfvalidation of cognitive responses to advertisements. Journal of consumer research, 30(4), 559-573.
Byrne, B. M. 2013. Structural equation modeling with AMOS: Basic concepts, applications, and programming: Routledge.
Chen, H.-Y., & Boore, J. R. P. 2010. Translation and back-translation in qualitative nursing research: methodological review. Journal of Clinical Nursing, 19(1-2), 234-239.
Erdem, T., & Swait, J. 2004. Brand credibility,brand consideration, and choice. Journal of consumer research, 31(1), 191-198.
George, M., & Chalmers, J. 2004. Preface. Vibrational Spectroscopy, 35(1–2).
Gregory, A. 1997. An examination of the long run performance of UK acquiring firms. Journal of Business Finance & Accounting, 24(7-8),971-1002.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R.E. 2010. Multivariate data analysis: Prentice Hall.
Herrera, C. F., & Blanco, C. F. 2011. Consequences of consumer trust in PDO food products: the role of familiarity. Journal of Product & Brand Management, 20(4), 282-296.
Hu, L. t., & Bentler, P. M. 1999. Cutoff criteria for fitindexes in covariance structure analysis: Conventional criteria versus new alternatives.Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
Kapferer, J.-N. 2004. The new strategic brand management : creating and sustaining brand equity long term. London: Kogan Page.
Keller, K. L., & Lehmann, D. R. 2006. Brands and branding: Research findings and future priorities. Marketing science, 25(6), 740-759.
Kotler, P. 2011. Reinventing Marketing to Manage the Environmental Imperative. Journal of Marketing, 75(4), 132-135.
Lynch, J. G. 1999. Theory and External Validity. Journal of the Academy of Marketing Science, 27(3), 367-376.
Maathuis, O., Rodenburg, J., & Sikkel, D. 2004.Credibility, emotion or reason? Corporate Reputation Review, 6(4), 333-345.
Marsh, H. W., & Hocevar, D. 1985. Application of confirmatory factor analysis to the study of self-concept: First-and higher order factor models and their invariance across groups. Psychological bulletin, 97(3), 562.
Merchant, A., & Rose, G. M. 2013. Effects of advertisingevoked vicarious nostalgia on brand heritage.Journal of Business Research, 66(12),2619-2625.
Nunnally, J. C. 1978. Psychometric theory: McGraw-Hill.
Olson, E. L. 2013. It’s not easy being green: the effects of attribute tradeoffs on green product preference and choice. Academy of Marketing Science.Journal, 41(2), 171-184.
Paço, A., Alves, H., Shiel, C., & Filho, W. L. 2013.Development of a green consumer behavior model. International Journal of Consumer Studies, 37(4), 414-421.
Schreiber, J. B., Nora, A., Stage, F. K., Barlow, E. A., & King, J. 2006. Reporting structural equation modeling and confirmatory factor analysis results: A review. The Journal of educational research, 99(6), 323-338.
Sperber, A. D. 2004. Translation and validation of study instruments for cross-cultural research. Gastroenterology, 126, S124-S128.
Steenkamp, J., Batra, R., & Alden, D. L. 2003. How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65.
Swait, J., & Erdem, T. 2007. Brand effects on choice and choice set formation under uncertainty. Marketing Science, 26(5), 679-697.
Wang, X., & Yang, Z. 2010. The effect of brand credibility on consumers’ brand purchase intention in emerging economies: The moderating role of brand awareness and brand image. Journal of Global Marketing, 23(3),177-188.
White, K. J. 1992. The Durbin-Watson test for autocorrelation in nonlinear models. The Review of Economics and Statistics, 370-373.
Xue, F., & Muralidharan, S. 2015. A Green Picture is Worth A Thousand Words?: Effects of Visual and Textual Environmental Appeals in Advertising and the Moderating Role of Product Involvement. Journal of Promotion Management, 21(1), 82-106.
Zhang, S., & Schmitt, B. H. 2001. Creating local brands in multilingual international markets. Journal of Marketing Research, 38(3), 313-325.
สุภาภัทร ดิลกไชยชาญวุฒิ. 2547. “ผลงานของการวางผลิตภัณฑ์ต่อผู้บริโภค : บททบทวนเบื้องต้น”. วารสารนิเทศศาสตร์ คณะนิเทศศาสตร์ จุฬาลงกรณ์มหาวิทยาลัย, 22(4), 12-31. เว็บไซต์.
Baron, R. M., & Kenny, D. A. 1986. The moderator–media tor variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
Bentler, P. M. 1992. On the fit of models to covariances and methodology to the Bulletin. Psychological bulletin, 112(3), 400.
Biswas, A., & Roy, M. 2016. Impact of Social Media Usage Factors on Green Choice Behavior Based on Technology Acceptance Model. Journal of Advanced Management Science, 4(2).
Bolton, L. E., & Reed, A. I. 2004. Sticky Priors: The Perseverance of Identity Effects on Judgment. Journal of Marketing Research, 41(4), 397-410.
Brinol, P., Petty, R. E., & Tormala, Z. L. 2004. Selfvalidation of cognitive responses to advertisements. Journal of consumer research, 30(4), 559-573.
Byrne, B. M. 2013. Structural equation modeling with AMOS: Basic concepts, applications, and programming: Routledge.
Chen, H.-Y., & Boore, J. R. P. 2010. Translation and back-translation in qualitative nursing research: methodological review. Journal of Clinical Nursing, 19(1-2), 234-239.
Erdem, T., & Swait, J. 2004. Brand credibility,brand consideration, and choice. Journal of consumer research, 31(1), 191-198.
George, M., & Chalmers, J. 2004. Preface. Vibrational Spectroscopy, 35(1–2).
Gregory, A. 1997. An examination of the long run performance of UK acquiring firms. Journal of Business Finance & Accounting, 24(7-8),971-1002.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R.E. 2010. Multivariate data analysis: Prentice Hall.
Herrera, C. F., & Blanco, C. F. 2011. Consequences of consumer trust in PDO food products: the role of familiarity. Journal of Product & Brand Management, 20(4), 282-296.
Hu, L. t., & Bentler, P. M. 1999. Cutoff criteria for fitindexes in covariance structure analysis: Conventional criteria versus new alternatives.Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
Kapferer, J.-N. 2004. The new strategic brand management : creating and sustaining brand equity long term. London: Kogan Page.
Keller, K. L., & Lehmann, D. R. 2006. Brands and branding: Research findings and future priorities. Marketing science, 25(6), 740-759.
Kotler, P. 2011. Reinventing Marketing to Manage the Environmental Imperative. Journal of Marketing, 75(4), 132-135.
Lynch, J. G. 1999. Theory and External Validity. Journal of the Academy of Marketing Science, 27(3), 367-376.
Maathuis, O., Rodenburg, J., & Sikkel, D. 2004.Credibility, emotion or reason? Corporate Reputation Review, 6(4), 333-345.
Marsh, H. W., & Hocevar, D. 1985. Application of confirmatory factor analysis to the study of self-concept: First-and higher order factor models and their invariance across groups. Psychological bulletin, 97(3), 562.
Merchant, A., & Rose, G. M. 2013. Effects of advertisingevoked vicarious nostalgia on brand heritage.Journal of Business Research, 66(12),2619-2625.
Nunnally, J. C. 1978. Psychometric theory: McGraw-Hill.
Olson, E. L. 2013. It’s not easy being green: the effects of attribute tradeoffs on green product preference and choice. Academy of Marketing Science.Journal, 41(2), 171-184.
Paço, A., Alves, H., Shiel, C., & Filho, W. L. 2013.Development of a green consumer behavior model. International Journal of Consumer Studies, 37(4), 414-421.
Schreiber, J. B., Nora, A., Stage, F. K., Barlow, E. A., & King, J. 2006. Reporting structural equation modeling and confirmatory factor analysis results: A review. The Journal of educational research, 99(6), 323-338.
Sperber, A. D. 2004. Translation and validation of study instruments for cross-cultural research. Gastroenterology, 126, S124-S128.
Steenkamp, J., Batra, R., & Alden, D. L. 2003. How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65.
Swait, J., & Erdem, T. 2007. Brand effects on choice and choice set formation under uncertainty. Marketing Science, 26(5), 679-697.
Wang, X., & Yang, Z. 2010. The effect of brand credibility on consumers’ brand purchase intention in emerging economies: The moderating role of brand awareness and brand image. Journal of Global Marketing, 23(3),177-188.
White, K. J. 1992. The Durbin-Watson test for autocorrelation in nonlinear models. The Review of Economics and Statistics, 370-373.
Xue, F., & Muralidharan, S. 2015. A Green Picture is Worth A Thousand Words?: Effects of Visual and Textual Environmental Appeals in Advertising and the Moderating Role of Product Involvement. Journal of Promotion Management, 21(1), 82-106.
Zhang, S., & Schmitt, B. H. 2001. Creating local brands in multilingual international markets. Journal of Marketing Research, 38(3), 313-325.