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The role of advertising and promotions in enhancing brand credibility and customers’ using intention

The role of advertising and promotions in enhancing brand credibility and customers’ using intention
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The results showed that both advertising and non-monetary promotions were in positive significant relationship with brand credibility, while the relationship between monetary promotions and brand credibility could not be supported. On the other hand, brand credibility was found to be positively related to perceived quality and information costs saved, and negatively to perceived risk; which would result in higher using intention.

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