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 /

Structural equation modelling of complex sample survey : an application to brand signalling data

The purpose of this paper is to present an empirical analysis of complex sample data with regard to the biasing effect of nonindependence of observations on standard error parameter estimates. In a two-factor confirmatory factor analysis model, using real data, we show how the bias in standard errors can be derived when the nonindependence is ignored. We demonstrate that the standard error bias produced by the nonindependence of observations can be considerable and we briefly discuss solutions to overcome the problem.<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 /

Context effects and decompositional choice modeling

This paper describes the application of the extended or universal logit model to decompositional or "stated" choice modeling in order to increase the scope and validity of such choice models. In this approach, choice experiments are designed that permit the estimation of utility functions that include the effects of context variables like choice set composition and decision background. The approach is illustrated with some simple calculated examples concerning consumer choice of shopping center, housing, and transportation mode

Quer se tornar um empreendedor em Moçambique? 3 coisas que você precisa saber!

Os economistas do IGC-Moçambique, Novella e Jorrit, compartilham connosco algumas lições do Workshop sobre Desenvolvimento do Sector Privado realizado em Maputo no mês de Março de 2016. Com um défice geral de qualificações e um fraco sistema de informação sobre o mercado laboral, os empresários em Moçambique tem que encontrar meios inovadores para superar as barreiras à criação de equipas de trabalho bem-sucedidas, capazes de garantir o crescimento das suas empresa

Want to become an entrepreneur in Mozambique? 3 things you need to know!

IGC Country Economists Novella and Jorrit share lessons from the IGC Private Sector Development Workshop held in Maputo on March 2016. With low levels of internet penetration, entrepreneurs must find innovative means of overcoming key barriers to building and growing businesses in challenging environments