TY  - JOUR
T1  - The Role of Brand Credibility and Brand Uniqueness in Influencing Brand Image
AU - ALKasassbh, Hazem Mohamad AU - Salleh, Salniza Bt. Md. 
JO  - International Business Management
VL  - 10
IS  - 21
SP  - 5193
EP  - 5200
PY  - 2016
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2016.5193.5200
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2016.5193.5200
KW  - brand identity
KW  -brand uniqueness
KW  -Brand credibility
KW  -Malaysia
KW  -brand image
AB  - Brand credibility is the best proof of high quality, a sign of reliable information and distinctive position while brand uniqueness is what distinguishes a brand’s position in consumers’ minds. Both have the ability to affect a brand identity and brand image as they represent a reflection of the brand position. The current study examined the effect of brand credibility and brand uniqueness on brand image among 150 participants approached at one international airport located in Malaysia. PLS-SEM was used to analyze the data. As predicted, credibility and uniqueness were found to affect brand identity and brand image. The implications for future research and the limitations of the present study are discussed.
ER  -