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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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Title Antecedents of brand credibility under asymmetrical information
Author(s) Vocino, Andrea
Oppewal, Harmen
Conference name Australian & New Zealand Marketing Academy Conference (2006 : Brisbane, Queensland)
Conference location Queensland University of Technology, Gardens Point Campus, Brisbane
Conference dates 4-6 December 2006
Title of proceedings ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings
Editor(s) Ali, Yunus
van Dessel, Maria
Publication date 2006
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 7
Publisher Queensland University of Technology, School of Advertising, Marketing and Public Relations
Place of publication Brisbane, Qld.
Summary 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).
ISBN 1741071593
9781741071597
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2006, The Authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30006113

Document type: Conference Paper
Collections: School of Management and Marketing
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