Influence of Brand Credibility, Satisfaction and Quality on Brand Equity in Non-Conventional Health Industry

Keywords: Customer Satisfaction; Brand Credibility; Brand Equity; Perceived Quality; Herbal medicine

Abstract

Consumer perceptions of quality, satisfaction, and brand credibility are critical ingredients for developing healthy brands with high value in a competitive market. However, few authors have looked into the brand credibility`s intervening role in the effect of quality and satisfaction on brand equity in the non-conventional health industry. Hence, this paper sought to evaluate the mediating role of brand credibility in the effect of quality and satisfaction on brand equity in the non-conventional health industry. A covariance-based structural equation model was the analytical tool employed to evaluate the hypotheses stated in this paper. Data were gathered from 265 customers using a systematic sampling technique. The research confirmed that brand credibility contributes partially to the impact of quality on brand equity and completely to satisfaction on equity in the non-conventional health industry. Accordingly, this paper contributes to expanding the current brand management literature by demonstrating the brand credibility`s intervening role in the path between satisfaction, quality, and equity, particularly in the non-conventional health industry. This paper also adds to the brand manager`s knowledge of how to build and harness credibility, quality, and satisfaction to increase brand equity in the non-conventional health industry.

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Published
2021-03-08
How to Cite
Oppong, P. K. (2021). Influence of Brand Credibility, Satisfaction and Quality on Brand Equity in Non-Conventional Health Industry. Journal of Education and Vocational Research, 11(2(V), 58-67. https://doi.org/10.22610/jevr.v11i2(V).3135
Section
Research Paper