Antecedents of brand credibility under asymmetrical information

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).<br /

Store names information signalling : a credibility perspective

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\u27 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.<br /

The effect of store name investments on perceived store quality

This study is about store names as brand signals. It focuses on the effects of store name investments on store name credibility and perceived store quality. Using the theoretical framework of Erdem and Swait (1998), hypotheses are developed vis-&agrave;-vis the effects of store name investments on consumers&rsquo; perceived store quality. The proposed hypotheses are empirically tested on data collected from a sample of students. The study is part of a project that looks at how store name and brand name credibility affect consumers&rsquo; expected utility.<br /

Cause-related marketing : an extension of the congruity concept

This paper considers the concept of congruity or \u27fit\u27 in a cause-related marketing (CRM) context. At present, there is a gap in the literature that explores how nonprofit-forprofit pairings affect a consumer\u27s response to and evaluation of CRM campaigns. This paper develops the concept of \u27fit\u27 with particular attention being paid to three dimensions, namely, cognitive, emotional and behavioural congruity and the role these concepts play in determining consumers&rsquo; perception of the \u27relatedness\u27 of products and causes.<br /

On the Choice of Tourism Destination versus Tourism Experience: Insights from an Analysis of Past Choice and Future Interest

Tourists make two fundamental decisions when they travel: where to go (destination) and what to do (experience). Tourism marketers would benefit from simple, parsimonious methods which provide insight into the interests and past observed behaviour of tourism consumers with regard to their behavioural profile on these two important choice issues. The purpose of this research was to examine the potential information content of an analysis of past choice and future interest, and the use of such information as a useful marketing ‘dashboard’

Determining the Importance of Stopover Destination Attributes: Integrating Stated Importance, Choice Experiment, and Eye-Tracking Measures

© The Author(s) 2020. Stopover tourism is an important but neglected area of study. This article combines a discrete choice experiment with eye-tracking measures and self-stated attribute importance ratings to analyze stopover destination preferences. A sample of Australian residents shows safety is the most critical determinant of stopover destination attractiveness based on both the importance ratings and choice model results, but that it does not receive the greatest amount of visual attention. Seven attributes showed little consistency between the methods. However, when the measures are combined into one choice model, there are insights into associations between ratings, amounts of visual attention, and the final impact of an attribute on the choice outcome. Findings indicate the overall importance of each attribute and show how attribute importance varies across the sample and during the choice process. The article thus illustrates how different measures can be combined to study preferences for destination attributes in a specific travel context

How in-store educational and entertaining events influence shopper satisfaction

While recent years have seen an increased use of educational and entertaining events within the store environment, little seems known about how consumers value such events. This study investigates how the staging of education and entertainment-focused in-store events impacts on consumers&#039; value perceptions, arousal levels and store satisfaction. It is hypothesized that such events have a positive effect on store satisfaction but that their effects are moderated by a shopper&#039;s motivational orientation. Findings from a scenario-based experiment among 786 shoppers from two retail categories (hardware and computer stores) provide support for this. The findings show that task-oriented consumers derive more value and satisfaction from an education-focused event than from an entertainment-focused event, while recreation-oriented consumers appreciate either type of event. The study findings imply that providing education themed events is a safer option for retailers than providing entertainment-focused events because education satisfies a wider range of shopper needs. Shoppers overall derive pleasure from entertainment but task-oriented shoppers tend to also see it as a hindrance to the convenience of shopping, with the result that for these shoppers the hosting of entertainment-focused events may result in reduced store satisfaction levels