The Effects of Brand Credibility and Prestige on Consumers Purchase Intention in Low and High Product Involvement

Given the importance and roles of brands and their component in the marketing literature, the objectives of this study was to examine the effect of brand credibility and prestige on consumers’ purchase intention under different levels of product involvement. In the research, roles of perceived value for money, Perceived quality, Perceived risk, Information cost saved investigate as moderating role between brand credibility , prestige and...