There are many researches about brand. Up to now, most researches absorbed in brand loyalty, brand image, brand equity, brand extension and so forth. But, we cannot find research about brand credibility. Brand credibility is defined as the believabili ...
There are many researches about brand. Up to now, most researches absorbed in brand loyalty, brand image, brand equity, brand extension and so forth. But, we cannot find research about brand credibility. Brand credibility is defined as the believability of the product information contained in brand which requires that consumers perceived that the brand have the ability and willingness to continuously deliver what has been promised(Erdem and Swait 2004). So, we study the role of brand credibility on entertainment(film, drama, music) products. Besides we got a data in China and Japan. Chinese and Japanese know many Korean entertainment(film, drama, music) products because Korean wave sweeping across Asia since 1990's. And, we also study relationship of brand credibility, information cost saving(film, drama, music), attitude on entertainment products and purchase intention on entertainment products. Results are as follows.
In conclusion, the 7 hypothesis for each countries are all supported. It is verified that brand credibility is consist of trustworthiness and expertise in China and Japan. And, trustworthiness more impact on brand credibility than expertise in all countries. Relationships of brand credibility, information cost saving(film, drama, music), attitude on entertainment products and purchase intention on entertainment products are significant.
Above results are can use to raise national brand awareness and image for Korea. Also, companies can use to improve its brand value through a our study's results. And, the company will also use that for seek to establish firmly its brand name for overseas markets attack.