Brand Trial After a Credibility Change
AbstractIn most frequently purchased, branded product markets, the consumer has little to choose from in terms of significantly differentiated products. The staggering array of manufacturers’ claims and counter claims of brand superiority seems to leave consumers somewhat bewildered or cynical. What would happen if the credibility of the appeals made on behalf of one brand should suddenly be enhanced by a seemingly legitimate authority? More specifically, what would characterize consumers who would respond to such a change in credibility?
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Bibliographic InfoPaper provided by EconWPA in its series General Economics and Teaching with number 0502047.
Length: 9 pages
Date of creation: 11 Feb 2005
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brand trial; credibility;
Find related papers by JEL classification:
- A - General Economics and Teaching
This paper has been announced in the following NEP Reports:
- NEP-ALL-2005-04-16 (All new papers)
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