| 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 | en |
| ISSN | 1472-0817 1479-1838 |
| 期刊性質 | 國外 |
| 收錄於 | |
| 產學合作 | |
| 通訊作者 | |
| 審稿制度 | 否 |
| 國別 | GBR |
| 公開徵稿 | |
| 出版型式 | ,紙本 |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/57614 ) |
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