教師資料查詢 | 類別: 期刊論文 | 教師: 曹修源 Tsao, Hsiu-yuan (瀏覽個人網頁)

標題:Brand Signal Quality of Products in an Asymmetric Online Information Environment: An Experimental Study
學年99
學期2
出版(發表)日期2011/07/01
作品名稱Brand Signal Quality of Products in an Asymmetric Online Information Environment: An Experimental Study
作品名稱(其他語言)
著者Tsao, Hsiu-yuan; Pierre Berthon; Leyland F. Pitt; Michael Parent
單位淡江大學企業管理學系
出版者Chichester: ohn Wiley & Sons Ltd.
著錄名稱、卷期、頁數Journal of Consumer Behaviour 10(4), pp.169-178
摘要Previous research regarding the effectiveness of brand name signalling has focused mainly on when and how marketers will recover costs. This study reverses this trend by examining how buyers may interpret signals via the brand name, the effectiveness of signalling via brand name in terms of buyer-value perspectives and how buyers' reactions to signals affect sellers' decisions to adopt a signalling strategy. Signalling theory and concepts from consumer-based branding research are used to suggest how to evaluate the effectiveness of signalling via brand name in the context of the consumer market – a market in which information is asymmetric. Findings from a number of repeated experiments, using the methodology of experimental economics, demonstrate that the function of a brand fluctuates according to which market conditions prevail for brand and price, the extent of brand differentiation and the magnitude of brand-building costs. Copyright © 2011 John Wiley & Sons, Ltd.
關鍵字
語言英文
ISSN1472-0817;1479-1838
期刊性質國外
收錄於
產學合作
通訊作者
審稿制度
國別英國
公開徵稿
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