EconPapers    
Economics at your fingertips  
 

Entrepreneurial branding: measuring consumer preferences through choice-based conjoint analysis

Fabian Eggers, Felix Eggers and Sascha Kraus ()
Additional contact information
Fabian Eggers: Menlo College
Felix Eggers: University of Groningen
Sascha Kraus: University of Liechtenstein

International Entrepreneurship and Management Journal, 2016, vol. 12, issue 2, No 6, 427-444

Abstract: 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.

Keywords: Entrepreneurial branding; Signaling; Conjoint analysis; Start-ups; Tablet computers (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2) Track citations by RSS feed

Downloads: (external link)
http://link.springer.com/10.1007/s11365-014-0344-1 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:intemj:v:12:y:2016:i:2:d:10.1007_s11365-014-0344-1

Ordering information: This journal article can be ordered from
http://www.springer. ... urship/journal/11365

Access Statistics for this article

International Entrepreneurship and Management Journal is currently edited by Salvador Roig

More articles in International Entrepreneurship and Management Journal from Springer
Bibliographic data for series maintained by Sonal Shukla ().

 
Page updated 2019-05-21
Handle: RePEc:spr:intemj:v:12:y:2016:i:2:d:10.1007_s11365-014-0344-1