Consumer Decision-Making at an Internet Shopbot: Brand Still Matters

Topics:
Brand Strategy,
Internet Advertising
Tags:
Blackwell Publishing,
Brand,
Branding,
Decision-making,
Internet,
Marketing
Source:
Blackwell Publishing

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Overview: Internet shopbots provide a setting for consumer choice that closely resembles the idealized setting assumed in common choice models. By evaluating data from such a setting one is able to assess the importance of pricing and branding strategies in the internet bookselling market. One possible explanation for this result supported by this data is that consumers use brand name as a signal of reliability in service quality for non contractible aspects of the product such as shipping.

(Is this item miscategorized? Does it need more tags? Let us know.)

Format: PDF | Size: 187KB | Date: Dec 2001 | Pages: 18

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