The role of brand credibility in the relationship between brand innovativeness and purchase intention

Abstract

This paper examines the interrelated effects of brand innovativeness, brand credibility, and consumer innovativeness on consumer purchase intention. While innovativeness has been extensively studied at the product, firm, and consumer level, there is a small but growing body of research that examines innovativeness at the brand level. The brand innovativeness construct has been theoretically validated although its role in consumer response to branded offerings is still underexplored. A structural equations model indicates that brands that are perceived as more innovative garner significantly higher purchase intent among consumers. The paper seeks to explain the mechanism by which this relationship occurs by introducing brand credibility as a partial mediating factor. Results suggest that marketers should emphasise their brand's innovation credentials as this has a positive effect on credibility and purchase intention.