Abstract:
This paper examined key antecedents and outcome of brand credibility in services. Based on the
literature on signaling theory, a conceptual model was proposed and tested by a sample of 318
customers of mobile phone services in Vietnam. The results indicate that brand credibility has a
positive effect on willingness to purchase. Further, brand investments, signal consistency, and
clarity are factors that explain brand credibility. In addition, brand investments underlie signal
consistency and clarity. The results also reveal that those relationships were found to be different
between new and older service providers.
