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.
History
Event
Annual Conference of the Australian and New Zealand Academy of Management (19th : 2005 : Canberra, A.C.T.)
Pagination
1 - 12
Publisher
ANZAM
Location
Canberra, A.C.T.
Place of publication
Canberra, A.C.T.
Start date
2005-12-07
End date
2005-12-10
ISBN-13
9781740882453
ISBN-10
1740882458
Language
eng
Publication classification
E1 Full written paper - refereed; E Conference publication
Copyright notice
2005, The Authors
Editor/Contributor(s)
D Davies, G Fisher, R Hughes
Title of proceedings
ANZAM 2005 : Engaging the multiple contexts of management : convergence and divergence of management theory and practice : proceedings of the 19th ANZAM conference