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Finding greener grass on the other side of hill: Examining donor perceived brand equity in a moderating role of brand credibility

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dc.contributor.author Kashif, M.
dc.contributor.author Fernando, P.M.P.
dc.contributor.author Samad, S.
dc.contributor.author Thurasamy, R.
dc.date.accessioned 2019-05-01T04:24:06Z
dc.date.available 2019-05-01T04:24:06Z
dc.date.issued 2018
dc.identifier.citation Kashif,M, Fernando, P.M.P, Samad,S, and Thurasamy,R. (2018). Finding greener grass on the other side of hill: Examining donor perceived brand equity in a moderating role of brand credibility, Asia Pacific Journal of Marketing and Logistics, Vol. 30 Issue: 4, pp.988-1012, https://doi.org/10.1108/APJML-10-2017-0231 en_US
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/20131
dc.description.abstract Purpose – The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to investigate donor perceived brand equity of charity brands. Design/methodology/approach – In a cross-sectional research design, a survey-based research strategy is followed to collect data from 448 active Muslim donors in Pakistan. The collected data are analysed by employing confirmatory factor analysis based on Smart PLS 2.0. Findings – The results indicate that donor perceived brand association, brand awareness and brand loyalty strongly relate to perceived brand equity of charity brands. The brand credibility moderates the relationship between perceived quality, equity and brand loyalty, and equity paths. Practical implications – The charity brands need to focus on building a strong brand image and reputation to uplift brand credibility which can be achieved by offering training programmes addressing various social causes such as HIV and Cancer prevention. Originality/value – The proposed moderating effects of brand credibility and its application to charity brands operating in an Asian Muslim country context are unique products of this study. en_US
dc.language.iso en_US en_US
dc.publisher Asia Pacific Journal of Marketing and Logistics en_US
dc.subject Pakistan en_US
dc.subject Brand credibility en_US
dc.subject Charity brands en_US
dc.subject Customer-based brand equity (CBBE) en_US
dc.title Finding greener grass on the other side of hill: Examining donor perceived brand equity in a moderating role of brand credibility en_US
dc.type Article en_US


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