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Please use this identifier to cite or link to this item: https://digital.lib.ueh.edu.vn/handle/UEH/59695
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dc.contributor.authorJake An-
dc.contributor.otherDiem Khac Xuan Do-
dc.contributor.otherLiem Viet Ngo-
dc.contributor.otherTran Ha Minh Quan-
dc.date.accessioned2019-12-27T03:39:18Z-
dc.date.available2019-12-27T03:39:18Z-
dc.date.issued2019-
dc.identifier.issn1862-8516 (Print), 1862-8508 (Online)-
dc.identifier.urihttp://digital.lib.ueh.edu.vn/handle/UEH/59695-
dc.description.abstractDrawing upon signaling theory and social identity theory, we developed a theoretical model that illuminates the role of brand credibility as an important basis on which customers form and signal their brand-related self and social identities via positive word-of-mouth (WOM). The proposed model was empirically tested using time-lagged data from a sample of 249 students of a top university in a metropolitan city. The findings show that the credibility of a brand is of paramount importance for the customer in developing a sense of oneness with the brand as well as a sense of affinity with other users of the brand. Our study also offers the new insight that brands serve as symbolic devices that customers use in their evolving thought processes that create a link between personal identity and social identity. In addition, brand–social connection is essential in spreading positive WOM. Finally, our findings support a sequential mediation model in which brand credibility is positively related to brand–self connection and brand–social connection, which in turn are positively associated with positive WOM.en
dc.formatPortable Document Format (PDF)-
dc.language.isoeng-
dc.publisherSpringerLink-
dc.relation.ispartofJournal of Brand Management-
dc.relation.ispartofseriesVol. 26, Issue 2-
dc.rightsSpringer-
dc.subjectBrand credibilityen
dc.subjectBrand-self connectionen
dc.subjectBrand-social connectionen
dc.subjectWord-of-mouthen
dc.titleTurning brand credibility into positive word-of-mouth: integrating the signaling and social identity perspectivesen
dc.typeJournal Articleen
dc.identifier.doihttps://doi.org/10.1057/s41262-018-0118-0-
dc.format.firstpage157-
dc.format.lastpage175-
ueh.JournalRankingISI, Scopus, ABDC-
item.grantfulltextnone-
item.openairetypeJournal Article-
item.cerifentitytypePublications-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.fulltextOnly abstracts-
item.languageiso639-1en-
Appears in Collections:INTERNATIONAL PUBLICATIONS
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