Establishing Brand Credibility in the Times of COVID-19 in Airline Service Industry: Mediating Role of Brand Commitment Typology

Abstract

Lately, the impact of brand on consumer choice has grabbed considerable attention. Brand credibility helps consumers evaluate the product or services before purchase. This work is focused on analyzing the role of customer brand credibility on consumers' purchase intentions with the mediating role of brand commitment in the airline sector. Data were collected through 336 respondents to evaluate the hypothesized relationships. Structural Equation Modeling (SEM) has been applied to consumer survey data through AMOS to check the relationships among variables. The results obtained through SEM showed that brand credibility has a significant impact on purchase intention directly and indirectly via brand commitment. Brand commitment partially mediates this relationship and has a causal effect relationship between the two variables. The study will pave the way for airline marketing managers to formulate effective marketing strategies to combat aftershocks of the coronavirus pandemic.