A Cross-Cultural Study of the Antecedents of Brand Credibility

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.

Citation:

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.