Brands You Can Rely On! : An Empirical Investigation of Brand Credibility in Services

The present study investigates the influence of brand credibility on customers’ repurchase intentions in services. Based on information economics theories, the authors develop and empirically test a model of brand credibility and its effects using structural equation modeling. The results provide strong empirical evidence for the role of brand credibility in services. They reveal significant support for the effects of brand credibility on brand functions (i.e., information efficiency and risk reduction) and in turn on customers’ repurchase intentions. Implications of the study are discussed for both researchers and managers. In addition, the article illustrates limitations and directions for further research