Store names information signalling : a credibility perspective
Vocino, Andrea and Oppewal, Harmen 2005, Store names information signalling : a credibility perspective, in ANZAM 2005 : Engaging the multiple contexts of management : convergence and divergence of management theory and practice : proceedings of the 19th ANZAM conference, ANZAM, Canberra, A.C.T., pp. 1-12.
This study is about store names as brand signals. Using the framework of Erdem and Swait (1998), hypotheses are developed regarding the effects of store names on consumers' expected product utility. It is relevant to study store names as brand signals because store names can act as additional signals in the consumer purchase decision process. The study focuses in particular on the effects of store name credibility on perceived risk, information costs and perceived product quality. The hypotheses will be tested on data that are currently being collected in a survey among two hundred students.
Field of Research
150599 Marketing not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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