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

Fabian Eggers, Felix Eggers, Sascha Kraus*

*Corresponding author for this work

Research output: Contribution to journalJournal articlepeer-review

Abstract

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.
Original languageEnglish
JournalInternational Entrepreneurship and Management Journal
Volume12
Issue number2
Pages (from-to)427-444
Number of pages18
ISSN1554-7191
DOIs
Publication statusPublished - Jun 2016
Externally publishedYes

Keywords

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

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