The Research Of Brand Credibility's Impact On Consumer Brand Choice Preference

Nowadays, brand becomes more and more important. One of the most important roles played by brands is their effect on consumer brand choice. Consumer usually treats brand as criteria for measuring certain commodities. And credibility is the most important character of a brand. Consumers usually choose the brand they trust to reduce the risks of the buying when they are uncertain about the wares. Does brand really affect the consumers' brand choice preference? If the answer is positive, how the brand credibility affects the brand choice preference?Based on this motivation, this thesis finds out five infection paths: First, brand credibility can affect brand choice preference through information costs; Second, brand credibility can affect brand choice preference through perceived risk and then information costs; Third, brand credibility can affect brand choice preference through perceived risk; Fourth, brand credibility can affect brand choice preference through perceived quality; Fifth, brand credibility can affect brand choice preference though relative price and then perceived quality.The result of the data analysis indicates, brand credibility affects information costs saved, lower perceived risk, perceived quality and relative price remarkably and positively; Lower perceived risk affects information costs saved remarkably and positively; Relative price affects perceived quality remarkably and positively; Information costs saved, lower perceived risk, and perceived quality affect brand choice preference remarkably and positively. This result also verifies the existence of the five affection paths, and the affection is remarkable.Under the circumstances of "Relative high credibility" and "Relative low credibility", this thesis verified the affection path model separately, and figured out the path coefficient. And this thesis also compared the two circumstances. The result indicates that high brand credibility will bring high brand choice preference. For the brand of relative low credibility, consumers will show relative low preference.