Entrepreneurial Branding: Measuring Consumer Preferences through Choice-based Conjoint Analysis

Fabian Eggers, Felix Eggers, Sascha Kraus*

*Corresponding author af dette arbejde

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Abstrakt

Start-ups face branding challenges. Not only are they confronted with the task of building brands from scratch, their newness also leads to a particularly high amount of customer uncertainty. This paper contributes to the emerging field of entrepreneurial branding by investigating start-up characteristics that signal trustworthy information to potential customers. An extended choice-based conjoint approach for modeling brand equity is used to explore the impact of different signals as initiated by established and new firms in the field of tablet computers. An empirical study reveals brand signals that have significant effects on purchase probabilities and are appropriate to overcome information asymmetries between start-ups and prospective customers.
OriginalsprogEngelsk
TidsskriftInternational Entrepreneurship and Management Journal
Vol/bind12
Udgave nummer2
Sider (fra-til)427-444
Antal sider18
ISSN1554-7191
DOI
StatusUdgivet - jun. 2016
Udgivet eksterntJa

Emneord

  • Entrepreneurial branding
  • Signaling
  • Conjoint analysis
  • Start-ups
  • Tablet computers

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