Brand Trial After a Credibility Change

David Montgomery and J. Scott Armstrong ()
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David Montgomery: The Wharton School

General Economics and Teaching from EconWPA

Abstract: In most frequently purchased, branded product markets, the consumer has little to choose from in terms of significantly differentiated products. The staggering array of manufacturers’ claims and counter claims of brand superiority seems to leave consumers somewhat bewildered or cynical. What would happen if the credibility of the appeals made on behalf of one brand should suddenly be enhanced by a seemingly legitimate authority? More specifically, what would characterize consumers who would respond to such a change in credibility?

Keywords: brand trial; credibility (search for similar items in EconPapers)
JEL-codes: A (search for similar items in EconPapers)
Date: 2005-02-11
Note: Type of Document - pdf; pages: 9
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Persistent link: http://EconPapers.repec.org/RePEc:wpa:wuwpgt:0502047

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