Online communities offer attractive opportunities and challenges to advertisers. Using a revised source credibility framework, this study proposes that interpersonal trust and platform credibility are core to consumer search and consumption behaviors that allow advertisers to harvest value from online communities. We postulate that (1) quality Web features, and user instrumental and relational ...

The aim of this study is to propose a conceptual framework for building destination brand credibility. This research proposes novel explore the antecedents credibility based on four constructs: enduring culture involvement, identification, reputation and attachment. data used assess proposed model was collected through in-person-administered surveys conducted in Indonesia Spain. shows that infl...

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 effec...