The role of consumer attitude and attachment in determining the effect of advertiser credibility on brand loyalty

Purpose The study investigates the exclusive effect of advertiser credibility (AC) on consumer’s attitude towards the brand’s genuinity and subsequent brand loyalty (BL). Additionally, the study examines the moderating role of brand attachment (BA) and usage on the direct and indirect relationships between AC, consumer attitude and BL. Design/methodology/approach Five advertisements identified through a dipstick study served as brand stimuli and along with previously established scales were administered to a representative sample of 582 urban adult brand users. The two-step empirical study investigated the eight hypothesized relationships using covariance-based structured equation modeling. Findings Results indicated significant direct effects of AC on attitude towards brand genuinity and attitude towards brand genuinity on BL, respectively. The study established the pivotal role of consumer attitude towards brand genuinity in fully mediating the relationship between AC and BL. BA and usage (in years) were confirmed as significant moderators in the relationship between AC and consumer’s attitude towards brand genuinity. Practical implications The interlinkages between AC, consumer attitude and BL form the premise of BL practice for sustained brand performance. Originality/value The study adopts a novel approach to examine and analyze the complex interplay of the less researched advertiser or corporate credibility with consumer attitude, pre-existing BA and usage in influencing BL outcomes.