A Cross-Cultural Study of the Antecedents of Brand Credibility

Tulin Erdem, New York University, USA
Joffre Swait, University of Florida and Advanis Inc., USA
Ana Valenzuela, Baruch College, USA
Brand credibility is a key concept in understanding brand choice and brand equity formation. Erdem, Swait and Valenzuela (2004) studied the impact of brand credibility on consumer choice in a cross-cultural setting, and found that, although brand credibility effects are universal, the mechanisms through which brand credibility operates differ across cultures. Focusing on the antecedents of brand credibility in such a context, we found here that the cross-cultural constructs of uncertainty avoidance, collectivism/individualism, and power distance explain differences in the relative importance of marketing-mix consistency versus brand investments on brand clarity perceptions. Results have implications for global brand equity management.
[ to cite ]:
Tulin Erdem, Joffre Swait, and Ana Valenzuela (2009) ,"A Cross-Cultural Study of the Antecedents of Brand Credibility", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 41-44.