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Implications from cue utilisation theory and signalling theory for firm reputation and the marketing of new products

Helm, Roland ; Mark, Antje


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 ...


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