Helm, Roland and Mark, Antje (2007) Implications from cue utilisation theory and signalling theory for firm reputation and the marketing of new products. International Journal of Product Development (IJPD) 4 (3/4), pp. 396-411.
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The main research streams, which focus on signals, signalling theory and Cue utilisation theory, stress the importance of a producer's credibility or reputation as an important factor that determines a signal's potential to reduce customer risk and to motivate customers to adopt a product. Earlier empirical research has 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, such as 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 signal high quality credibility.
|Institutions:||Business, Economics and Information Systems > Institut für Betriebswirtschaftslehre > Lehrstuhl für Betriebswirtschaft, insbesondere Strategisches Industriegütermarketing (Prof. Dr. Roland Helm)|
|Keywords:||cue utilisation theory, innovation, reputation, signalling, marketing, product development, new products, bonding instruments, guarantees, credibility, product quality, product evaluation, product information, quality signals|
|Subjects:||300 Social sciences > 330 Economics|
|Refereed:||Yes, this version has been refereed|
|Created at the University of Regensburg:||Unknown|
|Deposited On:||17 Nov 2010 09:38|
|Last Modified:||15 Jul 2011 10:27|