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Antecedents of brand credibility under asymmetrical information

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conference contribution
posted on 2006-01-01, 00:00 authored by Andrea VocinoAndrea Vocino, H Oppewal
This study focuses on the antecedents of brand credibility and validates part of the model presented by Erdem and Swait (1998). Following the signalling literature, we argue that under asymmetrical information, the importance of brand credibility stems from the capability of brands to inform consumers who are uncertain about product attributes. Indeed, firms may use brands to notify consumers about product positions and to assure that their product claims are credible. Using information economics as theoretical background, the proposed perspective determines how credibility is shaped. Data was collected across a number of consumers in Australia via a self-report survey and a structural equation model (SEM) was estimated. The results provide empirical evidence and support the work of Erdem and Swait (1998).

History

Event

Australian & New Zealand Marketing Academy Conference (2006 : Brisbane, Queensland)

Pagination

1 - 7

Publisher

Queensland University of Technology, School of Advertising, Marketing and Public Relations

Location

Queensland University of Technology, Gardens Point Campus, Brisbane

Place of publication

Brisbane, Qld.

Start date

2006-12-04

End date

2006-12-06

ISBN-13

9781741071597

ISBN-10

1741071593

Language

eng

Publication classification

E1 Full written paper - refereed

Copyright notice

2006, The Authors

Editor/Contributor(s)

Y Ali, M van Dessel

Title of proceedings

ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings

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