The effect of brand credibility on search and credence goods: A cross-country analysis of Korea, China & France

The purpose of this research is to investigate how brands as signals affect brand attributes/benefits and choices for search credence goods. empirical model approximates the relationship between credibility (BR) consumers’ purchase intention (BCP), which mediated by four selected constructs: perceived quality (PQ), information cost saved (ICS), lower risk (LPR) relative price (RP). This study examines importance a latent construct attributes benefits influence intentions. Consumers’ choice making process assessed three major consumer markets – Korea, China France month October 2020. Different outcomes path in two product categories evidently show that may need ‘signal’ appropriate features (i.e., attributes/benefits) context elements marketing mix) various product/market conditions characteristics.