IDEAS home Printed from https://ideas.repec.org/a/ibn/ibrjnl/v11y2018i8p122-132.html

Predictors of Branding and the Role of Warranty on Consumer Choice

Author

Listed:
  • J.C. Blewitt

Abstract

This conceptual paper reviews the literature from three distinct areas in consumer behavior: branding, warranty, and choice. In using a mixture of these three areas, propositions are developed which will be tested in future research. The impact of this study is geared towards understanding the behavior of consumers purchasing high cost items and the relative importance and trust that is placed in the warranty that comes with such a purchase. While the study will consider domestic (United States) consumers, international factors such as country of origin and psychic distance will be posed as viable factors in the decision making process. We propose that six factors will impact the role of branding in the decision making process and that a warranty will serve as a moderator to the ultimate choice decision.

Suggested Citation

  • J.C. Blewitt, 2018. "Predictors of Branding and the Role of Warranty on Consumer Choice," International Business Research, Canadian Center of Science and Education, vol. 11(8), pages 122-132, August.
    • Handle: RePEc:ibn:ibrjnl:v:11:y:2018:i:8:p:122-132
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ibr/article/download/76608/42380
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ibr/article/view/76608
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Herbert A. Simon, 1955. "A Behavioral Model of Rational Choice," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 69(1), pages 99-118.
    2. Chung Koo kim & Jay Young Chung, 1997. "Brand Popularity, Country Image and Market Share: An Empirical Study," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 28(2), pages 361-386, June.
    3. Warren J Bilkey & Erik Nes, 1982. "Country-of-Origin Effects on Product Evaluations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 13(1), pages 89-100, March.
    4. Tversky, Amos & Kahneman, Daniel, 1986. "Rational Choice and the Framing of Decisions," The Journal of Business, University of Chicago Press, vol. 59(4), pages 251-278, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Newark, Daniel A., 2014. "Indecision and the construction of self," Organizational Behavior and Human Decision Processes, Elsevier, vol. 125(2), pages 162-174.
    2. Driver Tania & Brimble Mark & Freudenberg Brett & Hunt Katherine, 2018. "Insurance Literacy in Australia: Not Knowing the Value of Personal Insurance," Financial Planning Research Journal, Sciendo, vol. 4(1), pages 53-75.
    3. Yu, Julie H. & Albaum, Gerald, 2002. "Sovereignty change influences on consumer ethnocentrism and product preferences: Hong Kong revisited one year later," Journal of Business Research, Elsevier, vol. 55(11), pages 891-899, November.
    4. Zamri Ahmad & Haslindar Ibrahim & Jasman Tuyon, 2017. "Behavior of fund managers in Malaysian investment management industry," Qualitative Research in Financial Markets, Emerald Group Publishing Limited, vol. 9(3), pages 205-239, August.
    5. Nicolai J. Foss, 2010. "Bounded Rationality and Organizational Economics," Chapters, in: Peter G. Klein & Michael E. Sykuta (ed.), The Elgar Companion to Transaction Cost Economics, chapter 14, Edward Elgar Publishing.
    6. Schilirò, Daniele & Graziano, Mario, 2011. "Scelte e razionalità nei modelli economici: un'analisi multidisciplinare [Choices and rationality in economic models: a multidisciplinary analysis]," MPRA Paper 31910, University Library of Munich, Germany.
    7. Patalano Roberta, 2003. "Beyond rationality: images as guide-lines to choice," CESMEP Working Papers 200305, University of Turin.
    8. Giuseppe Pernagallo & Benedetto Torrisi, 2020. "A theory of information overload applied to perfectly efficient financial markets," Review of Behavioral Finance, Emerald Group Publishing Limited, vol. 14(2), pages 223-236, October.
    9. Daniel Serra, 2021. "Decision-making: from neuroscience to neuroeconomics—an overview," Theory and Decision, Springer, vol. 91(1), pages 1-80, July.
    10. Lorenz Graf-Vlachy, 2019. "Like student like manager? Using student subjects in managerial debiasing research," Review of Managerial Science, Springer, vol. 13(2), pages 347-376, April.
    11. Ivan Mitrouchev & Malte Dold, 2025. "From heuristics and biases to agency," Mind & Society: Cognitive Studies in Economics and Social Sciences, Springer;Fondazione Rosselli, vol. 24(2), pages 489-508, December.
    12. Maloney Maureen & McCarthy Alma, 2017. "Pension provision by small employers in Ireland: an analysis of Personal Retirement Savings Account (PRSA) using bounded rationality theory," The Irish Journal of Management, Sciendo, vol. 36(3), pages 172-188.
    13. Ng, Yew-Kwang & Wang, Jianguo, 2001. "Attitude choice, economic change, and welfare," Journal of Economic Behavior & Organization, Elsevier, vol. 45(3), pages 279-291, July.
    14. Aby Abraham & Sanjay Patro, 2014. "‘Country-of-Origin’ Effect and Consumer Decision-making," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 39(3), pages 309-318, August.
    15. Rui Miguel Silva & José António Filipe & Ana Costa, 2012. "Investor Behavior in Extreme Situations of Speculation and Crash: An Approach based on Iterated Prisoner’s Dilemma," International Journal of Finance, Insurance and Risk Management, International Journal of Finance, Insurance and Risk Management, vol. 2(3), pages 169-169.
    16. Oswaldo Gressani, 2015. "Endogeneous Quantal Response Equilibrium for Normal Form Games," DEM Discussion Paper Series 15-18, Department of Economics at the University of Luxembourg.
    17. Bogliacino, Francesco & Codagnone, Cristiano, 2021. "Microfoundations, behaviour, and evolution: Evidence from experiments," Structural Change and Economic Dynamics, Elsevier, vol. 56(C), pages 372-385.
    18. Vermeulen, Ben & Pyka, Andreas, 2016. "Agent-based modeling for decision making in economics under uncertainty," Economics - The Open-Access, Open-Assessment E-Journal (2007-2020), Kiel Institute for the World Economy, vol. 10, pages 1-33.
    19. Praful Raj, 2023. "Student debt and behavioral bias: a trillion dollar problem," Papers 2310.02081, arXiv.org.
    20. Lorenzo Corno & Giovanni Dosi & Luigi Marengo, 2025. "Behaviours and Learning in Complex Evolving Economies," LEM Papers Series 2025/11, Laboratory of Economics and Management (LEM), Sant'Anna School of Advanced Studies, Pisa, Italy.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ibrjnl:v:11:y:2018:i:8:p:122-132. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.