Overcoming the challenge of low familiarity : can a weakly familiar brand signal quality with exceptionally strong warranty?
Sujay Dutta, Somak Banerjee, Aaron Johnson, Abhijit Biswas
| Year of publication: |
2022
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|---|---|
| Authors: | Dutta, Sujay ; Banerjee, Somak ; Johnson, Aaron ; Biswas, Abhijit |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 141.2022, p. 737-754
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| Subject: | Brand familiarity | Quality signal | Self-assessed knowledge | Signaling theory | Third-party organization endorsement | Warranty | Signalling | Produktqualität | Product quality | Markenartikel | Brand | Garantie | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Asymmetrische Information | Asymmetric information | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2021.11.078 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013168015