The Influence of Brand Credibility towards Words of Mouth of Fashion Brand
PDF
PDF

Keywords

Brand Credibility
Brand-Self Connection
Brand-Social Connection
Positive Word of Mouth
Memorial Brand Experience

How to Cite

Shindy, S., & Hariandja, E. S. (2021). The Influence of Brand Credibility towards Words of Mouth of Fashion Brand. Journal of Economics, Business, and Accountancy Ventura, 23(3), 340-360. https://doi.org/10.14414/jebav.v23i3.2386
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Abstract

This research tries to examine the factors influencing the positive word of mouth of Indonesian’s consumer towards fashion brand. The factors studied include brand credibility and brand-self connection as independent variables, brand-self connection and brand-social connection as the mediating variables, and memorial brand experience as the moderating variable. This study is quantitative research with data collection method using the electronic questionnaires of Google forms. This study uses 300 respondents of Prada Italian brand in Indonesia and the data is analyzed using structural equation modelling. The results show that brand credibility, brand self-connection, and brand social connection have a positive effect on word of mouth. Both brand self-connection and brand social connection mediate the influence of brand credibility on word of mouth. This study suggests that by preserving the relationships with consumers as well as consumer relationships with other consumers, managers would be able to produce more positive word of mouth.

References

Ahmad, A., & Thyagaraj, K. S. (2015). Impact of brand personality on brand equity: The role of brand trust, brand attachment, and brand commitment. Indian Journal of Marketing, 45(5), 14–26.

Aiswarya, G. & Krishnan, D. J. (2019). Role of Brand experience in Fashion brands. Restaurant Business, 118(1), 57–64.

An, J., Do, D. K. X., Ngo, L. V., & Quan, T. H. M. (2018). Turning brand credibility into positive word-of-mouth: integrating the signaling and social identity perspectives. Journal of Brand Management, 26(2), 157–175.

Babić, A., Sotgiu, F., Valck, K. De, & Bijmolt, T. H. A. (2015). The Effect of Electronic Word of Mouth on Sales : A Meta-Analytic Review of Platform , Product , and Metric Factors. American Marketing Association, 53(3), 297–318.

Banahene, S. (2017). The Impact of Brand Personality and Students’ Self-Concept on Brand Engagement. International Journal of Business and Social Research, 7(8), 12-25.