The effects of corporate-brand credibility, perceived corporate-brand origin, and self-image congruence on purchase intention : Evidence from China's auto industry

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review

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Detail(s)

Original languageEnglish
Pages (from-to)58-68
Journal / PublicationJournal of Global Marketing
Volume24
Issue number1
StatePublished - Jan 2011

Abstract

This study aims to investigate the effects of corporate-brand credibility, perceived corporate-brand origin, and self-image congruence on purchase intention. Across-city survey of China's automobile industry was conducted in four major Mainland cities (Beijing, Shanghai, Guangzhou, and Chengdu). Results reveal that corporate-brand credibility, perceived corporate-brand origin, and selfimage congruence have direct positive impacts on purchase intention. Furthermore, corporate-brand credibility and self-image congruence both act as moderating variables in the relationship between corporate-brand origin and purchase intention. Corporate-brand credibility is more significant in influencing consumers' purchase intention toward the brand than perceived corporate-brand origin. © Taylor & Francis Group, LLC.

Research Area(s)

  • Brand credibility, Brand origin, China, Purchase intention, Self-image congruence

Citation Format(s)

The effects of corporate-brand credibility, perceived corporate-brand origin, and self-image congruence on purchase intention : Evidence from China's auto industry. / Li, Yongqiang; Wang, Xuehua; Yang, Zhilin.

In: Journal of Global Marketing, Vol. 24, No. 1, 01.2011, p. 58-68.

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review