The Importance of Value, Image, Credibility and Trust to Repurchase Intentions in Over-the-Counter Herbal Market in Sub-Saharan Africa

Abstract

The significance of brand image, trust, credibility and perceived value to repurchase intentions has received considerable attention of late. However, few studies have investigated the impact of image, trust and credibility on repurchase intentions through the role of value as high-order construct, particularly in the over-the-counter herbal market. Hence, this study aims at exploring the impact of brand image, trust and credibility on value dimensions and in turn, their role in enriching repurchases intentions in the over-the-counter herbal market. Data were collected from a sample of 265 customers using a systematic sampling method. Structural equation modelling was used to test the hypotheses in the study. The study established that brand image, trust and credibility positively influence the value dimensions, which in turn, strengthen repurchase intentions. The study, therefore, recommends that managers should develop and harness image, trust, credibility and value dimensions to reinforce repurchase intentions in the over-the-counter herbal market.