The impact of endorser and brand credibility on consumers’ purchase intention: the mediating effect of attitude towards brand and brand credibility

Abstract

ABSTRACT Fierce competition within the fashion industry compels apparel companies to formulate a variety of marketing strategies to entice consumers, enhancing their purchase intention (PI). This study examines the relationship between endorser credibility (EC) and brand credibility (BC) on consumers’ PI of products sold by local apparel brands in Malaysia. The study also examines the mediating effect of attitude towards BC (ABC) and attitude towards brand (AB). Data analysis was based on data collected from a sample of 245 consumers in a structured survey. Structural equation modelling was used to examine the hypothesised linkages between the mentioned variables. The findings of this study demonstrate that EC and BC have significant effects on ABC, AB and PI. The bootstrapping procedure shows that ABC and AB possess a significant influence as mediators between the EC and BC in swaying consumers’ PI. The findings of this study can help managers, marketing strategists, and designers within local apparel companies to improve marketing communication and brand management for sustainable growth within the fashion industry.