... a considerable focus. This study pays close attention to not only the effects source trustworthiness and parasocial relationships exert on eWOM influence but also the antecedents driving them. This study additionally considers the moderating role of brand credibility in the relationships between the two key...

...Wanqi Gong Purpose This study explores the influence of parasocial interaction (PSI), brand credibility and product involvement on celebrity endorsement, and how PSI interacts with brand and product factors and affects celebrity endorsement synthetically. Design/methodology/approach This study...

...Muhammad Kashif; P.M.P. Fernando; Sarminah Samad; Ramayah Thurasamy Purpose The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to investigate...

...Veeva Mathew; Sam Thomas Purpose The purpose of this paper is to investigate the role of product and customer dimensions in the contribution of brand experience to the formation of true brand loyalty. The dimensions included are brand credibility, affective commitment and involvement. Synthesising...

...Kim-Shyan Fam, Ernest Cyril de Run and Paurav Shukla; Amjad Shamim; Muhammad Mohsin Butt Purpose – The purpose of this paper is to explore the direct and indirect influence of brand experience on a customer's brand attitude, brand credibility and customer-based brand equity. Design/methodology...