Brand, Knowledge and False Sense of Security
Wendy Hui ()
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Wendy Hui: Nottingham University Business School Ningbo, China
ICBBR Working Papers from International Centre for Behavioural Business Research
A 2x2 experiment was used to study the effects of brand name and knowledge on the adoption of antivirus software. Subjects were randomly assigned to groups and presented with different brands and product choice sets. It was found that (1) brand name affects product choice, (2) a strong brand may tend to induce a false sense of security and lead to poor produce choice, and (3) knowledge can reduce consumers’ reliance on brand name in security technology adoption decision.
Keywords: Brand; Knowledge; Experiment; Consumer Market; Technology Adoption (search for similar items in EconPapers)
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