The Effect of Brand Credibility, Brand Image and Customer Satisfaction on Behavioural Intentions in Traditional Medicine Market

Brands with stronger image, credibility, and greater customer satisfaction engender favourable behavioural intentions, which serves as an essential competitive weapon in a market. The impact of brand on intentions are well-documented the literature. There is, however, little or no research influence credibility image through intervening role traditional medicine As result, aimed to assess effect Data were distributed sample 265 customers via systematic sampling strategy. hypotheses formulated tested by using covariance-based structural equation modelling. confirmed that perfectly mediated customers’ However, mediational relationship between was established. Consequently, this study contributes theory displaying particularly emerging industry, paper also advances practitioners’ knowledge about how build manage satisfaction, strengthen