Brand equity and credibility sustaining FMCG purchase decisions through the enduring COVID-19 turbulence in Malaysia.
This empirical study investigates the impact of brand equity and credibility on 140 consumers’ purchase decisions regarding fast-moving consumer goods (FMCG) in Malaysia during the enduring COVID-19 turbulence. Statistical analysis using PLS-SEM demonstrates brand equity and credibility each directl...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Hong Kong Success Culture Press
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/116090/ http://psasir.upm.edu.my/id/eprint/116090/1/116090.pdf |
| _version_ | 1848866925188218880 |
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| author | Chan, Tak Jie Mu, Yu Raji, Ridwan Adetunji Sook, Fern Yeo Mohamad Noor, Salehhuddin Sharipudin |
| author_facet | Chan, Tak Jie Mu, Yu Raji, Ridwan Adetunji Sook, Fern Yeo Mohamad Noor, Salehhuddin Sharipudin |
| author_sort | Chan, Tak Jie |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | This empirical study investigates the impact of brand equity and credibility on 140 consumers’ purchase decisions regarding fast-moving consumer goods (FMCG) in Malaysia during the enduring COVID-19 turbulence. Statistical analysis using PLS-SEM demonstrates brand equity and credibility each directly and positively influence purchase decisions. Further, brand credibility significantly mediates the relationship between equity and purchase decisions. As organizations aim to reclaim losses and rebound from lingering pandemic impacts, results signify maintaining branding investments and favorability can restore consumer trust and choices. Findings also advance theoretical understanding of how risk perceptions amplify reliance on brand signals when navigating decisions. |
| first_indexed | 2025-11-15T14:28:20Z |
| format | Article |
| id | upm-116090 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:28:20Z |
| publishDate | 2024 |
| publisher | Hong Kong Success Culture Press |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1160902025-03-19T03:49:52Z http://psasir.upm.edu.my/id/eprint/116090/ Brand equity and credibility sustaining FMCG purchase decisions through the enduring COVID-19 turbulence in Malaysia. Chan, Tak Jie Mu, Yu Raji, Ridwan Adetunji Sook, Fern Yeo Mohamad Noor, Salehhuddin Sharipudin This empirical study investigates the impact of brand equity and credibility on 140 consumers’ purchase decisions regarding fast-moving consumer goods (FMCG) in Malaysia during the enduring COVID-19 turbulence. Statistical analysis using PLS-SEM demonstrates brand equity and credibility each directly and positively influence purchase decisions. Further, brand credibility significantly mediates the relationship between equity and purchase decisions. As organizations aim to reclaim losses and rebound from lingering pandemic impacts, results signify maintaining branding investments and favorability can restore consumer trust and choices. Findings also advance theoretical understanding of how risk perceptions amplify reliance on brand signals when navigating decisions. Hong Kong Success Culture Press 2024 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/116090/1/116090.pdf Chan, Tak Jie and Mu, Yu and Raji, Ridwan Adetunji and Sook, Fern Yeo and Mohamad Noor, Salehhuddin Sharipudin (2024) Brand equity and credibility sustaining FMCG purchase decisions through the enduring COVID-19 turbulence in Malaysia. Journal of Logistics, Informatics and Service Science, 11 (5). pp. 209-227. ISSN 2409-2665 https://www.aasmr.org/liss/Vol.11/No.5/Vol.11.No.5.13.pdf 10.33168/jliss.2024.0513 |
| spellingShingle | Chan, Tak Jie Mu, Yu Raji, Ridwan Adetunji Sook, Fern Yeo Mohamad Noor, Salehhuddin Sharipudin Brand equity and credibility sustaining FMCG purchase decisions through the enduring COVID-19 turbulence in Malaysia. |
| title | Brand equity and credibility sustaining FMCG purchase decisions through the enduring COVID-19 turbulence in Malaysia. |
| title_full | Brand equity and credibility sustaining FMCG purchase decisions through the enduring COVID-19 turbulence in Malaysia. |
| title_fullStr | Brand equity and credibility sustaining FMCG purchase decisions through the enduring COVID-19 turbulence in Malaysia. |
| title_full_unstemmed | Brand equity and credibility sustaining FMCG purchase decisions through the enduring COVID-19 turbulence in Malaysia. |
| title_short | Brand equity and credibility sustaining FMCG purchase decisions through the enduring COVID-19 turbulence in Malaysia. |
| title_sort | brand equity and credibility sustaining fmcg purchase decisions through the enduring covid-19 turbulence in malaysia. |
| url | http://psasir.upm.edu.my/id/eprint/116090/ http://psasir.upm.edu.my/id/eprint/116090/ http://psasir.upm.edu.my/id/eprint/116090/ http://psasir.upm.edu.my/id/eprint/116090/1/116090.pdf |