The relationships between brand attributes and word of mouth on brand identity and brand image

Companies all around the world have to deal with issues relating to brand image development and maintenance because brand image can affect their brand performance. Based on the attribution theory, this research examined the impact of the components of brand attributes, namely brand relevance, brand consistency, brand sustainability, brand credibility, brand uniqueness and word of mouth (WOM) of brand image. This study also evaluated the mediating influence of brand WOM identity on the relationship between the brand attribute components, WOM and brand image. Insufficient empirical attention, particularly in relation to the attribution theory, was the driving force for the current study to be undertaken. Two hundred and fifty-four travellers via two airports located in the northern region of Malaysia participated in this study. A cross-sectional survey approach and the quota sampling technique were adopted to select the participants, and PLS algorithm and bootstrapping techniques were deployed to test the hypothesized relationships. The PLS path modelling reported significant results of the major hypotheses; brand sustainability was the only variable not significantly related to brand image. It was found that brand identity mediated significantly the relationship between brand attributes, WOM and brand image. Overall, the results provide support for the attribution theory in that brand attributes, namely brand relevance, brand consistency, brand sustainability, brand credibility, brand uniqueness and word of mouth can help shape consumers' perceptions which ultimately result in harnessing brand image. Finally, the study's implications for theory and practice, limitations, conclusions as well as directions for future research are provided and discussed.