Antecedents of brand credibility under asymmetrical information
Vocino, Andrea and Oppewal, Harmen 2006, Antecedents of brand credibility under asymmetrical information, in ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings, Queensland University of Technology, School of Advertising, Marketing and Public Relations, Brisbane, Qld., pp. 1-7.
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Australian and New Zealand Marketing Academy Conference
Queensland University of Technology, School of Advertising, Marketing and Public Relations
Place of publication
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).
Field of Research
150599 Marketing not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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