Abstract

The use of brand credibility by companies continues to be a popular method to support the brand commitment, and
to encourage the customer to own more satisfaction and positive word of mouth communication about the brand.
When the customers focus on the positive aspects of a company, they usually express it by using the positive words
of mouth communication, and which in turn is considered the goal of any company. The reason that lies behind
using brand credibility is its direct and indirect strong impact that makes customers more positive toward the brand.
This theoretical paper develops a conceptual framework that explains how brand credibility affects brand
commitment, and brand commitment impacts on the dependent variable which is called word of mouth
communication. Furthermore, this framework shows that brand credibility is the independent variable, brand
commitment is the mediating variable and the word of mouth communication is the dependent variable of this
study.

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