Seeing the forest despite the trees: Brand effects on choice uncertainty

Eckert, C; Louviere, JJ; Islam, T

Seeing the forest despite the trees: Brand effects on choice uncertainty

Eckert, C

Louviere, JJ

Islam, T

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Publication Type:: Journal Article
Citation:: International Journal of Research in Marketing, 2012, 29 (3), pp. 256 - 264
Issue Date:: 2012-09-01

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Field	Value	Language
dc.contributor.author	Eckert, C https://orcid.org/0000-0002-8573-6978	en_US
dc.contributor.author	Louviere, JJ https://orcid.org/0000-0001-7688-164X	en_US
dc.contributor.author	Islam, T	en_US
dc.date.issued	2012-09-01	en_US
dc.identifier.citation	International Journal of Research in Marketing, 2012, 29 (3), pp. 256 - 264	en_US
dc.identifier.issn	0167-8116	en_US
dc.identifier.uri	http://hdl.handle.net/10453/22688
dc.description.abstract	Prior research on brand equity suggests that consumers use brands as signals to reduce uncertainty and perceived risk. Erdem and Swait (1998) developed a conceptual framework based on information economics and signaling theory to explain how equity is created, maintained and transferred over time that involves seven theoretical constructs. This paper reviews the impact of brand-equity-associated brand utility on the scale of the indirect utility function (i.e., the inverse of the error variance); we argue that higher brand-equity-associated brand utility reduces the need for consumers to review previously formed preferences. We combine a brand utility experiment with a brand feature experiment to estimate the effects of brand-equity-associated brand utility scores on choice. We find that higher brand-equity-associated brand utility leads to higher choice consistency, which can drive increases in market share. © 2012.	en_US
dc.relation.ispartof	International Journal of Research in Marketing	en_US
dc.relation.isbasedon	10.1016/j.ijresmar.2012.02.001	en_US
dc.subject.classification	Marketing	en_US
dc.title	Seeing the forest despite the trees: Brand effects on choice uncertainty	en_US
dc.type	Journal Article
utslib.citation.volume	3	en_US
utslib.citation.volume	29	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
pubs.organisational-group	/University of Technology Sydney/Strength - CENSOC - Study of Choice
utslib.copyright.status	closed_access
pubs.issue	3	en_US
pubs.publication-status	Published	en_US
pubs.volume	29	en_US

Abstract:

Prior research on brand equity suggests that consumers use brands as signals to reduce uncertainty and perceived risk. Erdem and Swait (1998) developed a conceptual framework based on information economics and signaling theory to explain how equity is created, maintained and transferred over time that involves seven theoretical constructs. This paper reviews the impact of brand-equity-associated brand utility on the scale of the indirect utility function (i.e., the inverse of the error variance); we argue that higher brand-equity-associated brand utility reduces the need for consumers to review previously formed preferences. We combine a brand utility experiment with a brand feature experiment to estimate the effects of brand-equity-associated brand utility scores on choice. We find that higher brand-equity-associated brand utility leads to higher choice consistency, which can drive increases in market share. © 2012.

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http://hdl.handle.net/10453/22688