TY  - GEN
AU  - ALEX N, JOJI
AU  - THOMAS, JITHIN
TI  - Brand credibility and purchase intention among users of shopping and convenience goods: The moderating role of brand involvement
PY  - 2014///
KW  - BRAND MANAGEMENT
N2  - In the present study, we explore the moderating role of brand involvement, which is a potential factor influencing the relation between brand credibility and brand purchase intention. The study is intended for two categories of products, that is convenience products and shopping products. The product being shopping in nature, the brand credibility (BC) and purchase intention (PI) scores are relatively higher and significant for two categories of brand involvement (BI), depicting the complexity and importance shown by consumers whileshopping for high ticket shopping goods
ER  -