Der Einfluß von Marken auf die Glaubwürdigkeit von Produkt-Vorankündigungen. Ein internationaler empirischer Vergleich

Based on conjoint experiments that were performed with 882 respondents from 7 different nations this article examines how the brand name and other elements of product-preannouncements influence their credibility as perceived by potential customers. The results show that the brand name has a significant impact on the credibility of preannouncements. The better established a brand is the more credible the preannouncements of products of this brand are. The relative impact of the brand name - compared to other factors such as the innovativeness of the announced product, the degree of detail and the announcement's timehorizon - depends upon how firmly the brand is established. When using well known brands, the brand name plays a comparatively small role. When using little known or even unknown (new) brands, the brand name becomes an issue and the credibility of the preannouncement is diminished. While these results generally hold true throughout the entire sample, interesting qualities are found to be characteristic in certain nationalities.