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

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.