The current study empirically examine the interrelationship between service brand credibility, attitude toward brand … understanding the relationship between brand credibility and purchase intentions in service sector of Pakistan. The results are … credibility and attitude toward brand positively impact purchase intentions. The attitude toward brand partially mediates the …

domestic brands. Brand credibility and consumer ethnocentrism were found to have a positive effect on domestic brand purchase … customers. The research emphasized on the relationship between consumer ethnocentrism, cultural sensitivity and brand … credibility toward purchase intention to domestic products. The product category was cosmetic brands including Mustika Ratu, Sari …