vocino-antecedentsofbrand-2006.pdf (83.88 kB)
Antecedents of brand credibility under asymmetrical information
conference contribution
posted on 2006-01-01, 00:00 authored by Andrea VocinoAndrea Vocino, H OppewalThis 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 - 7Publisher
Queensland University of Technology, School of Advertising, Marketing and Public RelationsLocation
Queensland University of Technology, Gardens Point Campus, BrisbanePlace of publication
Brisbane, Qld.Start date
2006-12-04End date
2006-12-06ISBN-13
9781741071597ISBN-10
1741071593Language
engPublication classification
E1 Full written paper - refereedCopyright notice
2006, The AuthorsEditor/Contributor(s)
Y Ali, M van DesselTitle of proceedings
ANZMAC 2006 : Advancing theory, maintaining relevance, proceedingsUsage metrics
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