Abstract
The use of brand credibility by companies continues to be a popular method to support the brand commitment, and to encourage the customer to own more satisfaction and positive word of mouth communication about the brand. When the customers focus on the positive aspects of a company, they usually express it by using the positive words of mouth communication, and which in turn is considered the goal of any company. The reason that lies behind using brand credibility is its direct and indirect strong impact that makes customers more positive toward the brand. This theoretical paper develops a conceptual framework that explains how brand credibility affects brand commitment, and brand commitment impacts on the dependent variable which is called word of mouth communication. Furthermore, this framework shows that brand credibility is the independent variable, brand commitment is the mediating variable and the word of mouth communication is the dependent variable of this study.
Highlights
Customers often remember the most successful companies in different ways, for example, during the procurement process or advising others, and those companies focused on the quality of the provided product and service.Nowadays, in order to define a brand, give its emphasis on identity, which is an important invisible element, but has originality and roots
The reason that lies behind using brand credibility is its direct and indirect strong impact that makes customers more positive toward the brand. This theoretical paper develops a conceptual framework that explains how brand credibility affects brand commitment, and brand commitment impacts on the dependent variable which is called word of mouth communication. This framework shows that brand credibility is the independent variable, brand commitment is the mediating variable and the word of mouth communication is the dependent variable of this study
In terms of the relationship between brand commitment and WOM communication, it is illustrated that previous studies in this type of variables relationship were rare, and the researcher just found one study related to the main variables that used, for example, results study of (Kazemi et al, 2013) explored that brand commitment influences word of mouth communications significantly, and it was the only one have taken the same variables
Summary
Customers often remember the most successful companies in different ways, for example, during the procurement process or advising others, and those companies focused on the quality of the provided product and service. Ghorban & Tahernejad (2012) believed that attracting more customers is not a key factor to have a successful firm Their notion was that in the new economics, managers have to focus more on the frontline staff and the technology, because they found that there is a way to make profit in the economy. That researchers have focused on importance of customer retention of churn Their studies have shown that preventing customer churn is a key competitive issue in financial and telecommunication industry (Teradata, 2004). These kinds of service providers must concentrate their efforts on customer retention. This study tries to explore the effect of brand credibility on customer's word of mouth communication when brand commitment is mediating relationship between independent variable and independent variable
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