THE EFFECTS OF BRAND CREDIBILITY ON CUSTOMERS' WOM COMMUNICATION: THE MEDIATING ROLE OF BRAND COMMITMENT
Journal Title: European Journal of Business and Social Sciences - Year 2015, Vol 4, Issue 9
Abstract
The use of brand credibility from companies continues to be a popular method to support the brand commitment, also to encourage the customer to make him/her owns more satisfaction and positive word of mouth communication about the brand. When the customers focus on the positive aspects of a company, they usually express it by using the positive words of mouth communication, and which in turn is considered the goal for any company. The reason that stop behind using brand credibility, is the direct and un-direct strong impact of it that make customers more positively toward the brand. This study tries to explains how brand credibility effects on brand commitment, and brand commitment impacts on word of mouth communication. Furthermore, this study uses that brand credibility as the independent variable, brand commitment as the mediating variable and the word of mouth communication is the dependent variable. A study carried out in Saudi Arabia – in Najran city - surveyed 120 respondents as consumers who use banking services. Path analysis confirmed that. Path analysis confirmed that, brand credibility has positive effect on brand commitment. In addition, the study illustrated that brand commitment had significant impact on customer's word of mouth communication. In terms of mediating role of brand commitment, the result found that brand commitment is partial mediating between brand credibility and customer's word of mouth communication.
Authors and Affiliations
Methaq Ahmed Sallam| College of Administrative Sciences, NajranUniversity PO box 1988, 11001 Najran, Saudi Arabia Tel: 966-565732028 E-mail: methaq68@hotmail.com Or: methaq68@yahoo.com
Keywords
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- EP ID EP10693
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