The Effect of Brand Credibility on Consumers’ Brand Purchase Intention in Emerging Economies: The Moderating Role of Brand Awareness and Brand Image

ABSTRACT This study investigates the impact of brand credibility, composed of trustworthiness, expertise, and attractiveness, on consumers' brand purchase intention in emerging economies, focusing specifically on China's automobile industry. We propose that brand awareness and brand image play a moderating role in this relationship. Results reveal that brand credibility exerts a positive influence on consumers' brand purchase intention. Brand image and brand awareness are found to positively moderate the relationship between brand credibility and consumers' brand purchase intention. Implications concerning both research and managerial practices are offered. KEYWORDS: Brand credibilitybrand awarenessbrand imagepurchase intentionChina The authors gratefully acknowledge a grant from City University of Hong Kong (CityU SRG Project No. 7002255) for financial support.