Author

  • Peter Kwasi Oppong

    • Cape Coast Technical University, Cape Coast, Ghana
    • Ghana

Abstract

Consumer perceptions of quality, satisfaction, and brand credibility are critical ingredients for developing healthy brands with high value in a competitive market. However, few authors have looked into the brand credibilitys intervening role in the effect of quality and satisfaction on brand equity in the nonconventional health industry. Hence, this paper sought to evaluate the mediating role of brand credibility in the effect of quality and satisfaction on brand equity in the non-conventional health industry. A covariancebased structural equation model was the analytical tool employed to evaluate the hypotheses stated in this paper. Data were gathered from 265 customers using a systematic sampling technique. The research confirmed that brand credibility contributes partially to the impact of quality on brand equity and completely to satisfaction on equity in the non-conventional health industry. Accordingly, this paper contributes to expanding the current brand management literature by demonstrating the brand credibilitys intervening role in the path between satisfaction, quality, and equity, particularly in the non-conventional health industry. This paper also adds to the brand managers knowledge of how to build and harness credibility, quality, and satisfaction to increase brand equity in the non-conventional health industry.

Keywords

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How to Cite

Oppong, P. K. (2021). Influence of Brand Credibility, Satisfaction and Quality on Brand Equity in Non-Conventional Health Industry. Journal of Education and Vocational Research, 11(2(V), 58-67. https://doi.org/10.22610/jevr.v11i2(V).3135

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Section

Research Paper

Published in

Vol. 11 No. 2(V) (2020) Transport, Projects & Digital Pedagogy View issue contents

Published

2021-03-08

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