RIS ID
10159
Abstract
This paper reports results from a study in which the role of consumer confidence in brand evaluations was investigated. Data from a survey of Internet shoppers showed that confidence is a direct predictor, not a moderator, of purchase intention. This result is contrary to expectations from social psychology but in line with earlier research in marketing. However, confidence does moderate the relationship between brand beliefs and brand attitude.
Publication Details
Bergkvist, L. I. (2004). Does confidence moderate or predict brand attitude and purchase intention?. In J. Wiley (Eds.), Proceedings of the Australian and New Zealand Marketing Academy Conference (pp. 1-6). Wellington, New Zealand: Australian and New Zealand Marketing Academy.