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. Attached Files Name Description MIMEType Size Downloads vocino-antecedentsofbrand-2006.pdf Published version application/pdf 83.87KB 164 Title Antecedents of brand credibility under asymmetrical information Author(s) Vocino, Andrea orcid.org/0000-0002-5551-9059 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 Free to Read? Yes Persistent URL http://hdl.handle.net/10536/DRO/DU:30006113 Document type: Conference Paper Collections: Faculty of Business and Law School of Management and Marketing Open Access Collection Related Links Link Description Connect to published version Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au. Versions Version Filter Type Thu, 26 Feb 2009, 09:19:18 EST Tue, 23 Jun 2009, 12:34:07 EST Wed, 28 Apr 2010, 14:20:31 EST Wed, 28 Apr 2010, 14:21:30 EST Fri, 16 Mar 2012, 16:02:50 EST Thu, 28 Feb 2013, 13:13:38 EST Tue, 05 Dec 2017, 06:18:05 EST Fri, 07 Sep 2018, 13:36:30 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 1070 Abstract Views, 164 File Downloads  -  Detailed Statistics Created: Mon, 07 Jul 2008, 09:58:41 EST