تلخیص
Based on signaling theory this research focused to examine the impact of product and price fairness
on women’s buying attitude. Moreover, current study also explores the underlying mechanism of
brand credibility between fairness (product and price) and women’s buying attitude. A pilot study
with 60 respondents was conducted to verify the scale reliability based on a unique combination of
constructs in this study. Later on, a sample of 375 females studying and teaching in universities and
colleges of “Rawalpindi and Islamabad (Pakistan)” were selected as respondents. A series of
confirmatory factor analysis was performed by utilizing AMOS™ v.22 and Smart PLS3 to establish
convergent and discriminate validity. The results of the study depicted that brand credibility act as
an underlying mechanism between price fairness, product fairness and attitude of women buyers.
Furthermore, the results, limitations, future research directions, and implication of the study are
given in detail in this paper.
Mahnaz Mansoor, Tayyeba Fatima, Sohrab Ahmad. (2020) Signaling Effect of Brand Credibility Between Fairness (Price, Product) and Attitude of Women Buyers, Abasyn Journal of Social Sciences, Volume-13, Issue-1.
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