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.
To our knowledge, this item is not available for
download. To find whether it is available, there are three
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.
|Date of creation:||18 Apr 1998|
|Date of revision:|
|Availability:||please contact the author|
|Contact details of provider:|| Postal: |
Phone: +049 3641/ 9 43000
Fax: +049 3641/ 9 43000
Web page: http://www.wiwi.uni-jena.de/
More information through EDIRC
|Order Information:|| Postal: If a paper is not downloadable, please contact the author(s) or the library of University of Jena, not the archive maintainer.|
When requesting a correction, please mention this item's handle: RePEc:jen:jenabe:1998-06. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ()
If references are entirely missing, you can add them using this form.