Impact of Brand Credibility and Consumer Values on Consumer Purchase Intentions in Pakistan

Purpose of the research is to examine association of brand credibility and consumer values with purchase intentions of consumers in Pakistan. Brand credibility is studied in three dimensions (trustworthiness, expertise and attractiveness) and consumer values are measured through LOV (List of variables) measure. Data was collected from 102 students from different universities. A self administered questionnaire was employed to collect data from respondents by method of convenient sampling. Results of statistical analysis revealed that brand credibility and consumer values are significantly and positively associated with consumer purchase intentions. Our study imply that brand credibility and consumer values both have positive association with consumer purchase intentions so marketer also focus on brand credibility as well as consumer values and should establish long lasting credibility. This study has some limitations that can be reduced by future research. This study was examined on students but in future it can be expanded on to other general consumers. This study focused on cold drinks of a company further it can be broaden to other products and results will be more obvious and effective.