... strength and valence and credibility of fake content influence consumer’s word-of-mouth recommendations, purchase intentions and attitude toward the brand. Design/methodology/approach Three experiments were conducted to test the hypotheses. The data was analyzed using a two-way analysis of variance...

... was designed implementing both message and treatment variance to increase internal and external validity of the study. Data collected from two distinct samples were analyzed using MANOVA and ANOVA. Findings Findings from Study 1 indicated that consumers’ perceived message credibility, attitude toward...

... of female customers who had encountered male salespeople in cosmetics shops. Findings – The experiment found that a male salesperson tended to induce significantly stronger purchase intention than a female, and that salesperson credibility (specifically, trustworthiness and attractiveness) plays...

.... Findings Results indicate that brand credibility, commitment and connection are essential in developing branding strategies for “healthy brands.” A credible brand minimizes risk and increases consumer confidence. When consumers believe that a brand is credible and repeatedly purchase it, a commitment...