Pak J Commer Soc Sci

Pakistan Journal of Commerce and Social Sciences

2016, Vol. 10 (1), 149-163

Mediation of Attitude toward Brand in the

Relationship between Service Brand Credibility and
Purchase Intentions
Muhammad Sheeraz (Corresponding author)
Department of Management Sciences, Virtual University of Pakistan
E-mail: [email protected]

Aamir Khan Khattak

Department of Management Sciences, Mohammad Ali Jinnah University Islamabad, Pakistan
E-mail: [email protected]

Shahid Mahmood
Department of Commerce, The Islamia University of Bahawalpur, Pakistan
E-mail: [email protected]

Nadeem Iqbal
Department of Management Sciences, Ghazi University D. G .Khan, Pakistan
E-mail: [email protected]

Abstract
The current study empirically examine the interrelationship between service brand
credibility, attitude toward brand and purchase intentions. Furthermore, the study also
investigates the mediating role of attitude toward brand in understanding the relationship
between brand credibility and purchase intentions in service sector of Pakistan. The
results are based on the perceptions of universities students (n = 309) regarding fast food
restaurants and transport services in Pakistan. Linear regression and Sobel test are used to
examine the proposed hypotheses. The results reveal that both brand credibility and
attitude toward brand positively impact purchase intentions. The attitude toward brand
partially mediates the relationship between brand credibility and purchase intentions.
This study provides insights for advertisers and brand managers to manage brand
communication campaigns more consciously and deliberately in service sector. The
limitations are also discussed along with recommendations for future research.
Keywords: brand credibility, attitude toward brand, purchase intentions, mediation,
service brands in Pakistan.
1. Introduction
The understanding of a process by which a brand pursues consumer purchase behavior is
a long lasting debate in marketing scholars and practitioners. Consumers exhibit their
likeness for a brand by showing inclination towards a meticulous brand, or by buying the
same branded services or products. A brand can play many types of roles to influence the
consumer decision making process or choice behavior. More specifically, Brands vital
 Service Brand Credibility and Purchase Intentions

role enables consumers to recognize a particular company’s products or services and to

discriminate the firm’s brand from competitors (Keller et al., 2011). The brand’s role as
an identifier and service provider which facilitate in consumer choice behavior or
consumer decision making process is investigated through several perspectives
entrenched in sociology (e.g., brand communities), information economics (e.g., brands
as signals) and cognitive psychology (e.g., brand awareness) (Erdem et al., 2006). In
these perspectives, the information economics approach is recognized as more valuable
and useful in measuring the effect of brands on consumer decision making processes and
choice behavior.
Consumers in the markets confront many types of products and services but companies
have more knowledge and information than consumers (Wang & Yang, 2010). When
there is uncertainty about product or service quality then consumers are more hesitant to
buy and this information asymmetry leads to uncertainty in the mind of consumers
(Erdem & Swait, 1998). This asymmetric information in consumer’s minds affect
purchase intentions formation process or real purchase behavior of consumers. In
situations where uncertainty level is high then vital role of brands emerges to influence
how consumer learn, understand and assess the information about brand. It also persuades
consumer assessment of the related values of attributes, attribute combination rules,
opinion and assessment about the risk involved. Moreover, uncertainty level influences
the information cost saved, consideration set and its formation, decision making process,
attitude formation about the brand and rules of consumer choice behavior. In such
situations vital importance of positioning emerges and brands play a key role of signal or
symbol to deliver information about the quality of product or service (Wernerfelt, 1988).
Firms employ brands as a signal or symbol to communicate information about the
product or service quality between consumers and firms (Rao et al., 1999). Signals that
are being employed should be credible to have effect on consumers (Tirole, 1988). The
high credibility of brand emerges from such signals and increases the persuasiveness of
communication signals. Credibility is one of major attribute that describe positioning of a
brand and brands serve as a signal to communicate information (i.e., the credibility of a
brand as a signal).
Credibility is derived from “source credibility” literature. When this credibility is referred
to brands of company, or when brands are utilized as sources for credibility then
credibility represents brand credibility. Keller et al., (2011) recommend three dimensions
of brand credibility: trustworthiness, expertise, and attractiveness. Thus, brand credibility
with measuring all three dimensions display a whole picture that represents the combine
impact of a firm’s previous marketing actions aimed to influence brand consideration that
play major role in consumer behavioral research.
The prior studies have examined the direct relationship of brand credibility and purchase
intentions of consumers (Goldsmith et al., 2000; Lafferty et al., 2002). According to
Erdem and Swait (2004) it is more likely for brand to be included in consideration set
while purchasing if there is positive effect of brand credibility. They investigate brand
credibility in only two dimensions: i.e. trustworthiness and expertise, while the third
dimension attractiveness/likeableness is missing in their study and consequently it is
unable to provide the whole image of brand credibility’s effect on brand consideration.
However, Wang and Yang (2010) investigate the impact of brand credibility on consumer
brand purchase intentions and include brand image and brand awareness as moderators.

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Their research focuses on brand credibility in China automobile industry. They examine
the brand credibility impact with its all three dimensions (trustworthiness, expertise and
likeableness) and find that all the three dimensions have positive and significant impact
on purchase intentions.
Consequently, prior research on brand credibility only focuses on products in physical
forms (goods) rather than services. As Krishnan and Hartline (2001) advocate that service
brands in the marketing research are given comparatively less concentration than their
product complements. However service sector is the major contributor in economy of
most developed countries of the world. Chang et al., (2008) argue that service brands
require more consideration to be explored. Brodie et al., (2009) also advocate that most
of the studies emphasize only on consumer goods. Despite of the significance of brand
credibility in the area of services marketing, only few studies measure how purchase
intentions are influenced by brand credibility in service sector. For instance, Leischnig et
al., (2012) investigate the impact of brand credibility on repurchase intentions of
consumers in service sector while measuring the mediating role of brand functions
(information cost saved and risk reduction). To date, very little attention has given to
service brands in both the marketing and consumer behavior research. To further explore
the relationship between brand credibility and consumers purchase intentions, recent
research highlights the need to investigate it with some other mediating mechanisms that
may impact this relationship in the context of service sector (Jin et al., 2015).
The current study attempts to contribute in this stream of research in three specific ways:
First, this is maiden empirical investigation of interrelationship between brand credibility,
attitude toward brand and purchase intentions. Second, this is first study that examines
the mediating role of attitude toward brand in understanding the relationship between
brand credibility and purchase intentions in service sector of Pakistan. Third, this article
attempts to extend the existing research by proposing conceptual model that will be
helpful for the practitioners in service sector to formulate the brand positioning and
communication strategies.
2. Literature Review and Hypotheses
2.1 Service companies and Service Brands
A brand has particularly vital importance in service companies because a strong service
brand develops higher consumers’ trust regarding the invisibility of services (Berry,
2000). A service brand is referred to as “a holistic process which provides focus to the
internal relationship between the service company and the employees, and comes alive in
the external relationship between consumer and service provider” (Riley & Chernatony,
2000). In the above definition, the focus is not only on consumers but service companies
and employees are also included. The extreme and severe competition exists in service
markets (Chen & He, 2003) and there is inbuilt complexity in discriminating services
because services don’t have physical distinction (Zeithaml, 1981). This leads that service
companies should develop their strong brands to compete in the market.
2.2 Brand Credibility and Purchase Intentions
Erdem and Swait (2004) define brand credibility as “the believability of the product
information contained in a brand, which requires that consumers perceive the brand has
the ability and willingness to continuously deliver what has been promised”. Brand
credibility has three main elements: trustworthiness, expertise and likeableness or
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attractiveness (Keller et al., 2011). Trustworthiness is conceptualized as the readiness of

firm to give what it has promised. Expertise is referred to as the capability of firm to
deliver what it has promised and attractiveness refers the degree to what entity is valued
by personality characteristics (behavior, ambition etc.) Since the trustworthiness,
expertise and likeableness of a brand represent the combined effects of all previous and
current marketing strategies and activities, thus the brand credibility represent the
consistency of marketing mix and brand investments. Certainly, brand credibility broadly
depends upon consistency, brand investments and clarity.
According to theory of reasoned action, brand credibility can influence the beliefs of
individual and beliefs or attitudes can influence the intentions regarding particular object
(Fishbein & Ajzen 1975).The prior research has examined the impact of brand credibility
on brand purchase intentions in physical forms. For instance, Erdem and Swait (2004)
find that brand credibility can exert a positive influence on consumers’ brand
consideration and choice. They propose that the more credible a brand is, the higher the
consumer’s brand purchase intention is likely to be. Wang and Yang (2010) conclude that
brand credibility (consist of all three dimensions: trustworthiness, expertise and
likeability) positively influences the purchase intention of consumers. However, in
services, very few studies attempt to empirically examine the role of brand credibility in
predicting consumers purchase intentions. For example, Baek and King (2011)
investigate the impact of service brand credibility and support the effect on purchase
intentions in various types of services categories. Leischnig et al., (2012) examine the
effect of brand credibility in repurchase intentions of consumers. Recently, Jin et al.,
(2015) conclude that brand credibility plays important and positive role in predicting
consumers purchase intentions. Accordingly, we expect that brand credibility would
positively relate to purchase intentions of consumers. Therefore, we propose the first
hypothesis in a new context.
 H1: Brand credibility positively affects purchase intentions.
2.3Brand Credibility and Attitude towards Brand
Attitude is measured as the most distinctive concept in social psychology literature and in
information economics perspective. It is the most investigated issue in the consumer
behavior researches (Belch & Belch, 2004). Furthermore, diverse types of approaches are
used to study the attitude in order to obtain broad knowledge regarding attitude, intention
and behavior. Fishbein and Ajzen (1975) define attitudes as “learned predisposition to
respond in a consistently favorable or unfavorable manner with respect to a given object”.
The definition presumed that attitude can be learned or acquired. In addition, this
definition assists marketers because it support that attitude is learned or acquired neither
innate nor instinctive, even if it is learned so can be influenced by marketing activities or
messages. Attitude can be associated with one object (a brand) or the whole group
(company) in marketing perspective. Attitude towards the brand is defined as “a
predisposition to respond in a favorable or unfavorable manner to a particular brand after
the advertising stimulus has been shown to the individual” (Phelps & Hoy, 1996, p. 90).
Furthermore “Attitude towards a brand” is consumer propensity to assess the brand, on
the basis of previous experiences, available information and environment influences.
Shimp (1981) suggests that attitude can be favorable or unfavorable and it is helpful to
build up favorable and positive attitude toward the brand. The research also finds that
positive attitude toward the brand can be formulated by influencing the beliefs of

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individual and beliefs directly affect the attitude regarding object. Positive attitude toward
the brand influences the product or service choice of consumers in purchasing the brands
(Biehal et al., 1992).
There is a lack of research that empirically examines the relationship between brand
credibility and attitude toward brand. However, some studies investigate the effect of
source credibility on attitude toward brand (Lafferty & Goldsmith, 1999; Goldsmith et
al., 2000; Lafferty et al., 2002) and find that corporate credibility has a direct impact on
attitude toward brand. Theory of Reasoned Action (Fishbein & Ajzen, 1975) suggests
that beliefs about an object affect the attitude and then attitude in turn affect the
intentions of particular object. According to Brinol et al., (2004) a positive relationship
exists between source credibility and consumers’ attitudes toward the source.
Furthermore, it is also argued that the more an individual has confidence on thoughts the
more it is likely to change attitude for particular object. Attitude toward brand is changed
though the process of persuasion and persuasion has two routes; central and peripheral
route (Chen & Chaiken, 1999). Source credibility can affect attitude toward brand
through both routes, although it has stronger effect through peripheral route (Reinhard et
al., 2014). Prior research further indicates that higher credibility has direct impact on the
attitudes of consumer and leads to positive attitude toward brand (Chen et al.,
2013).Based on above literature, we conclude that prior research mainly focus on source
(corporate) credibility. This study particularly focuses on brand credibility in
investigating its relation with consumer attitude toward brand. This is as per the second
hypothesis.
 H2: Brand credibility positively affects attitude towards brand.
2.4Attitude toward Brand and Purchase Intentions
Purchase Intention is defined as “predisposition to buy a certain brand or product” (Belch
& Belch, 2004, p. 120). Purchase Intention also indicates how likely it is that the
individual would purchase a product (Phelps & Hoy, 1996).
Previous studies examine the relationship of attitude with purchase intentions in specific
dimensions; such as attitude towards advertiser (Lutz et al., 1983), attitude towards
advertisement and attitude towards brand (MacKenzie et al., 1986; MacKenzie & Lutz,
1989). The current study focuses on the concept of attitude toward brand. Attitude
toward brand has profound and important role in influencing consumer’s purchase
intentions (Gresham & Shimp, 1985; Goldsmith et al., 2000). Similarly, Batra and Ray
(1986) suggest that attitude toward brand significantly affect intentions of consumers.
Till and Busler (2000) investigate the source credibility (endorser) dimensions: expertise
and likeability impact on attitude toward brand and purchase intentions of consumer and
propose that both dimensions are positively associated with purchase intentions. Choi and
Rifon (2002) argue that attitude toward brand and purchase intentions are positively
associated with each other. Several studies in adult (Machleit & Wilson, 1988; Homer,
1990) and children samples (Phelps & Hoy, 1996) support that attitude toward brand has
positive and significant effect on purchase intentions of consumers.
According to Theory of Reasoned Action, (Fishbein and Ajzen, 1975) attitude toward
brand has a positive influence on the purchase intentions and it works as an antecedent of
purchase intentions. Similarly prior research empirically investigates the concept and
demonstrates a significant positive relationship between attitude toward brand and
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purchase intentions of consumers (Thwaiteset al., 2012; Chan et al., 2013). Recently,
Pradhan et al., (2014) suggest that purchase intentions arise on the basis of favorable
attitude toward brand. The “Elaboration Likelihood Model” (Petty and Cacioppo, 1986)
also indicates that consumers’ brand purchase intention is a function of attitude toward
brand. Thus, we envisage positive relationship between attitude toward brand and
consumers’ purchase intentions.
 H3: Attitude toward brand positively affects purchase intentions.
2.5Attitude toward Brand as a Mediator
The concept of Attitude (Fishbein & Ajzen, 1975) is considered as learned or acquired
rather than instinctive. This conceptualization strengthens the marketer’s viewpoint that it
can be influenced by marketing activities. Theory of planned behavior also supports this
notion that attitude can affect intentions of consumers. In prior studies attitude toward
brand is used as intervening mechanism between corporate credibility and purchase
intentions. Source credibility and attitude toward brand has direct and indirect
relationship (Lafferty et al., 2002). In direct relationship source credibility directly
influence the attitude toward brand which in turn influences the purchase intentions of
consumer (Lafferty & Goldsmith, 1999). Therefore, attitude toward brand may be used as
mediator between the source credibility (corporate credibility) and purchase intentions.
Biehal et al., (1992) examine attitude toward brand as mediator towards purchase
intentions. They suggest that consumers’ attitude toward brand influences the intentions
to purchase the brand and furthermore, attitude toward brand and attitude toward
advertisements both have separate effect on the purchase intentions of consumers.
Recently, Anridho and Liao (2013) empirically find significant association between
brand credibility, attitude toward brand and participation intentions. They propose that
when brand is highly credible, consumers likely to have positive attitude which in turn
positively affect their intentions. Suki (2014) demonstrates the effect of endorser
credibility on attitude toward brand and purchase intentions of consumer in Muslim and
Non-Muslim consumers. In the context of services, to further explore the relationship
between brand credibility and consumers’ purchase intentions, the recent research
highlights the need to investigate it with some intervening mechanisms (Jin et al., 2015).
Based on the above literature, we expect that attitude toward brand seems likely to
intervene the relationship between brand credibility and purchase intentions of
consumers. This is as per the following hypothesis of the study.
 H4: Attitude toward brand mediates the relationship between brand
credibility and purchase intentions.

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Figure 1: Conceptual Model

3. Methodology
3.1 Population and Procedures
The target population of the study is students from universities situated in Punjab
province of Pakistan. Keeping in view the variables of the study we select a sample of
business administration students from four major universities (two public and two
private). The selection of students for this research has several reasons. First students are
the most homogeneous population and it decreases the random error that may arise by
selecting general public (Calder et al., 1981). Second, focus of study is on the transport
service and fast food restaurants and students are the population that frequently visit
restaurants and travel on transport services. Third, there are several prior studies which
used students as sample to investigate the service purchase intentions (Ostrom &
Iacobucci, 1995; Erdem & Swait, 1998; Mitra et al., 1999; Baek & King, 2011). A total
of 500structured and self-administered questionnaires were sent to the heads of
concerned departments. After two weeks of the distribution we receive only few
responses, then researcher personally visits the concerned departments and collects the
remaining questionnaires. In this way we have received 309 completed questionnaires
which yield an overall response rate of 61%. There are two categories of respondents
“Male” and “Female” according to gender. There are 216 male and 93 female
respondents in the sample that are 69.9% and 30.1% respectively. Sample for this study
includes students from universities so majority of the respondents 57.3% are young and
fall in the range of 18 to 25 years. Off the total respondents 44.3% have MS/M.Phil
qualification and 42.1% respondents have master level degree/qualification.
3.2Measurements
In this study brand credibility is treated as a latent variable although there are three
components of brand credibility: trustworthiness, expertise and
likeableness/attractiveness. Brand credibility is measured by adopting measurement items
from Wang and Yang (2010).The scale ranges from, 1 “Strongly Disagree” and 5
“Strongly agree”.
Attitude toward brand is measured by adopting items from Lafferty et al., (2002).
Different scales are used to measure the three items such as: scale, 1 represents as
“Worst” and 5 represents as “Very Good”, for second item 1 represents “Highly
unfavorable” and 5 represents “Highly favorable”, for third item 1 represents “Highly
unsatisfactory” and 5 represents “Highly satisfactory”.

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Purchase intention is measured by adopting items from Lafferty and Goldsmith (1999).
The scale consists of three items to measure purchase intention. In measuring purchase
intentions scale, 1 represents “Absolutely Impossible” and 5 represents “Absolutely
Possible”.
4. Results and Interpretations
As mentioned above, all measurement items are adopted from prior studies. These sales
have been validated numerous times and are the most commonly applied scales in
academic research. However, to further confirm the validity and reliability of measures,
we have assured construct validity by analyzing the results of correlations between all
variables (as mentioned in Table 1). Discriminant validity has been confirmed by
observing the bivariate correlation values of brand credibility, attitude toward brand and
purchase intentions which are (0.451, 0.448, 0.380 respectively) less than the threshold
value of 0.75(Kline, 1998). It exhibits that all three variables are significantly
discriminant and distinct from each other.
The reliability of constructs and correlation values are exhibited in Table 1. The internal
consistency or inter-item reliability of scales is measured by Cronbach’s Alpha. The
results reveal that the alpha values of all the three variables range from 0.81 to 0.86. The
Cronbach’s Alpha values exhibit that all measures are reliable and falls in very good
range (greater than 0.80) (Sekaran, 2010). Results of reliability and validity denote that
all constructs are acceptable and reliable.
The mean, standard deviation and correlations among three key variables are presented in
Table 1.It can be observed that all three variables are significantly and positively
correlated with each other. The lower correlation coefficient values supported the absence
of multi-collinearity issues in data.
Table 1: Correlation Matrix and Descriptive Statistics

1 2 3 Mean S.D
1 Brand Credibility (0.86) 4.4 0.43

2 Attitude toward Brand 0.451** (0.81) 4.4 0.50

3 Purchase Intentions 0.448** 0.380** (0.82) 4.5 0.54

**p<0.01; (n= 309); Alpha values are along the diagonal in parenthesis
To test the proposed hypotheses, we run multiple linear regression models. Before testing
the hypotheses, we assured all pre requisite assumptions of regression. In order to check
the normality of data, Kolmogorov-Smirnov test and Shapiro-Wilk test are applied which
yield a significant p value (p<0.05) and it exhibits that the data fulfills the normality
condition. Bivariate correlation values ranges from 0.38 to 0.448 for all three variables
which refute issue of linearity among variables and furthermore it affirm absence of
multicollinearity issue in data (Montgomery et al., 2009).
Table 2 represents the regression results for hypotheses H1, H2 and H3. The Results reveal
that brand credibility positively and significantly associated with purchase intentions (β=
0.448, p<0.01). R2 value shows that brand credibility explains 20.1% variation in
purchase intention. Hence, hypothesis one is fully supported by our data. In second step,
brand credibility and attitude toward brand are entered in the analysis. The regression

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results show that brand credibility positively and significantly associated with purchase
intentions (β= 0.451, p<0.01).The value of R2 shows that 20.4% variation in attitude
toward brand is caused by brand credibility. Our second hypothesis is also supported.
Regression results also reveal that attitude toward brand significantly affect purchase
intentions (β= 0.380, p<0.05) with R2 =0.145. Hence, our third hypothesis is also
supported.
Table 2: Regression Results

Hypotheses Path R2 β Sig.

H1 Brand Credibility Purchase Intentions 0.201 0.448 0.000**

H2 Brand Credibility Attitude toward Brand 0.204 0.451 0.000**

H3 Attitude toward Brand Purchase Intention 0.145 0.380 0.000*

**p<0.01, *p<0.05

4.1 Mediation Analysis

We use Sobel test (Sobel, 1982) to examine the mediating effect of attitude toward brand
among brand credibility and purchase intentions. In Sobel test an indirect effect is
measured that exist between independent variable and dependent variable. When
mediator is introduced in the model, the coefficient value between independent and
dependent variable may be reduced (partial mediation) or becomes insignificant (full
mediation). The Sobel test results are presented in Table 3.
Table 3: Results for Mediation of Attitude toward Brand
Purchase Intentions
Independent Variable(s) R2 Std. E Β

Step 1 Brand Credibility 0.204 0.06 0.448**

0.241
Brand Credibility 0.069 0.347**
Step 2
Attitude toward Brand 0.059 0.224**

**p<0.01, *p<0.05
In step one; we can observe the direct path (coefficient value 0.448) without mediator. In
step two, when mediator is introduced in the model the coefficient value dropped from
0.448 to 0.347. It can be observed that after inclusion of attitude toward brand (the
mediator) in step 2, the coefficient value between brand credibility and purchase
intentions dropped but remain significant. Thus, attitude toward brand partially mediates
the relationship between brand credibility and purchase intentions. Hence, our hypothesis
four is supported.

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Type of Mediation: Significant/ Partial Sobel z-value 3.523

p= 0.000427

Independent 0.448 [c] Dependent

Variable Variable
Brand Credibility (0.347) [c'] Purchase Intentions

0.380
0.451 [a]
0.224 [b]

Mediating Variable
Attitude toward
Brand

Figure 2: Results of Sobel Test for Mediation

An online calculator provided by Jose (2003) is used to estimate the mediation effects of
attitude toward brand between brand credibility and purchase intentions. The test yields
Sobel z-value 3.52 significant at p<0.01 (Figure 2).The test results reveal that attitude
toward brand act as a significant mediator between brand credibility and purchase
intentions and there exist a partial mediation in this model. After inclusion of mediator
the direct effect between brand credibility and purchase intentions is 0.347 and indirect
effect of attitude toward brand is 0.101 in the model.
5. Discussion
The main aim of this study was threefold; a) to empirically examine the relationship
between brand credibility, attitude toward brand and purchase intentions, b) to investigate
the mediating effect of attitude toward brand in understanding the relationship between
brand credibility and purchase intentions, c) to test the conceptual model that represents
the direct impact of brand credibility on purchase intentions and its indirect impact
through attitude toward brand.
The findings of first hypothesis confirm that brand credibility has positive and significant
impact on the purchase intentions of consumers. These results are consistent with prior
research studies on brand credibility (Erdem & Swait, 2004; Wang & Yang, 2010; Baek
& King, 2011; Leischnig et al., 2012). Hence, we can say that if brand is perceived as
credible by consumers it will exert a positive influence on consumers and will increase
the intentions of consumers to buy the product.
The results of our second hypothesis reveal that brand credibility has positive and
significant impact on the attitude toward brand. These results are consistent with the
previous studies (Goldsmith et al., 2000; Lafferty et al., 2002; Brinol et al., 2004). We
empirically find that if brand signals credible quality and information then it is

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considered and perceived as credible brand. It shows that when credibility of brand is
high then consumers will have positive attitude toward the brand.
Our third finding shows that attitude toward brand have positive and significant impact
on the purchase intentions of the consumers. The results of the study regarding attitude
toward brand and purchase intentions are consistent with previous studies conducted on
same issue (Lafferty & Goldsmith, 1999; Goldsmith et al., 2000; Lafferty et al., 2002;
Tsang et al., 2004). We can claim that when consumers have positive attitude toward
brand then it will exert influences on the purchase intentions of the consumers.
Finally, the mediation results show that attitude toward brand mediates the relationship
between brand credibility and purchase intentions. The mediated relationship between
brand credibility and purchase intentions is tested by Sobel test (Sobel, 1982). The results
confirm that partial mediation exists in the model. This implies that brand credibility
changes the attitude of consumer and then in turn attitude affects the purchase intentions
of the consumers.
This study contributes in the extant literature by number of ways. First, this study
accomplishes its main objectives in service sector of Pakistan where the empirical
literature is scarce. Second, this is a first study which provides empirical support on an
indirect relationship of brand credibility and purchase intentions. Third, this study fills
the gap in consumer behavior literature by identifying important mediator which will be
source of indication for marketing researchers in future. Finally, the study proposes and
tested the model which would be helpful for the practitioners in service sector to
formulate the brand positioning and communication strategies.
5.1Managerial Implications
The study proposes a theoretical model that supports the applicability of signaling theory,
theory of reasoned action, and theory of planned behavior. The proposed model implies
that brands act as signal to communicate the quality of services to consumers and when
these signals are perceived as credible then the attitude of consumers is positive toward
brand which in turn build up positive purchase intentions. Brand credibility effects the
beliefs of individual and beliefs develops positive attitude toward brand which positively
affects purchase intentions of consumers.
In practice, the study will help the advertisers and brand managers to understand how
brand credibility works to increase purchase intentions of consumers in the context of
services. Brand credibility will be helpful in managing brand communication (that can be
advertising or word of mouth) and brand names that will ultimately affects intentions of
consumers. Brand managers and marketers should develop consistent communication
campaigns to build up strong brands and their brand credibility in services.
5.2 Limitations and Future Directions
Apart from contributions this study is not free from limitations. We highlight some
limitations that should be accomplished for future improvements. First, the current study
results may not be generalizable to all other services sectors, so future studies should
focus on telecom, banking and other service sectors. Secondly, services encounter intense
competition and heterogeneity across different cultures, thus a cross cultural study of
service brand credibility will contribute to existing literature. Third, current study has
limitation due to student sample. Although students are the most probable population

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who visits restaurants and travel across transport services, but we can’t generalize the
results to general population. In future, general public should be included along with
students for making comparisons and generalizing the results. Fourth, it is a cross
sectional study, the data collected at single shoot may suffer from response biases. In
future, longitudinal survey shall be conducted for more accurate results. Last but not the
least, this study only focuses on service brands. Future research may consider some other
variables as a mediator such as attitude toward advertisement which will contribute to
current literature.
6. Conclusion
This study communicates the importance of brand credibility and attitude toward brand in
service sector of Pakistan. The empirical results confirm that both brand credibility and
attitude toward brand simultaneously impact purchase intentions of consumers. The
analytical results reveal that attitude toward brand partially mediates the relationship
between brand credibility and purchase intentions. The findings suggest that brand
credibility is helpful to increase the attitude toward brand and as a result attitude toward
brand affects purchase intentions of consumers. Hence, marketers should focus on
attitude toward brand along with brand credibility in order to increase purchase intentions
of consumers.

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