 Implications from Cue Utilization Theory and Signalling Theory for Firm Reputation and the Marketing of New ProductsNo 03/2006, Jenaer Schriften zur Wirtschaftswissenschaft (Expired!) from Friedrich Schiller University of Jena, School of of Economics and Business Administration Abstract: The main research streams, which focus on signals, signalling theory and cue utilization theory stress the importance of a producers´ credibility or reputation as an important factor that determines a signals´ potential to reduce customers´ risks and to motivate customers to adopt a product. Prior empirical research focused on the isolated effect of cues like price, guarantees, advertising, or reputation on perceptions of quality of new products rather than on the impact of reputation on perceptions of other cues like advertising and bonding instruments, e.g. guarantees. This research focuses on the impact of reputation on the effectiveness of various types of information and bonding instruments which are said to depend on the character of the instrument. The major goal of this paper is to identify adequate strategies for an innovative producer with low reputation to credibly signal high quality. Keywords: Cue-Utilization Theory; Signalling; Innovation; Reputation (search for similar items in EconPapers) Published in: International Journal of Product Development Vol.4, No. 3/4, 2007, pp. 396-411 There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:jen:jenasw:2006-03 Access Statistics for this paper More papers in Jenaer Schriften zur Wirtschaftswissenschaft (Expired!) from Friedrich Schiller University of Jena, School of of Economics and Business Administration |
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