Customers’ Brand Purchase Intention in Emerging Markets: The Influence of Brand Credibility on Consumers’ Brand Awareness and Brand Preferences

Abstract

A brand is comprised of a name, term, sign, or symbol, or any combination of these, that attempts to represent the unique benefits a company can provide to consumers through a specific product or service, in terms of attributes, value, and culture, through a particular product or service (Kotler, 1997).