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The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions

Journal of research in interactive marketing, 2019-06, Vol.13 (2), p.142-161 [Peer Reviewed Journal]

Emerald Publishing Limited 2019 ;ISSN: 2040-7122 ;EISSN: 2040-7130 ;DOI: 10.1108/JRIM-06-2018-0080

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  • Title:
    The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions
  • Author: Chakraborty, Uttam
  • Subjects: Credibility ; Data analysis ; Digital media ; Electronic commerce ; Factor analysis ; Guarantees ; Impact analysis ; Marketing ; Outdoors ; Rule of origin ; Social networks ; Studies
  • Is Part Of: Journal of research in interactive marketing, 2019-06, Vol.13 (2), p.142-161
  • Description: Purpose This study aims to highlight the importance of brand equity dimensions which act as a mediator between online reviews and consumer’s purchase intention. In particular, the present study tries to determine which the Aaker’s (1991) brand equity dimensions have the mediating roles between source credible online reviews and purchase intention. Design/methodology/approach Data were collected from select e-commerce site’s brand community on Facebook social media platform through Google form application. The present study first determines the reliability of the variables. To check the unidimensionality of the variables, exploratory factor analysis has been performed. This study makes use of structural equation modeling bootstrapping method to examine the mediating effects of brand equity dimensions between source credible online reviews and purchase intention. Findings Data analysis reveals that marketers should concentrate more on brand awareness and perceived value, which ultimately influence the purchase intention of the consumers. Originality/value This paper is one of the first that examines the mediating effects of consumer-based brand equity dimensions between source credible online reviews and consumer’s purchase intention. Further, the present study integrates source credibility theory and attribution theory to develop the research model.
  • Publisher: Bradford: Emerald Group Publishing Limited
  • Language: English
  • Identifier: ISSN: 2040-7122
    EISSN: 2040-7130
    DOI: 10.1108/JRIM-06-2018-0080
  • Source: AUTh Library subscriptions: ProQuest Central
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