Perceived Store Brand’S Trustworthiness As Signals During Consumers’ Decision-Making: an Experimental Investigation

Susanne Beck, Zeppelin University, Germany
Inga Wobker, Zeppelin University, Germany
Peter Kenning, Zeppelin University, Germany
Isabella Kopton, Zeppelin University, Germany
Today, consumers are exposed to an increasing amount of products and brands. The brands-as-signals-theory suggests that strong brands can reduce uncertainty arising from this decision complexity. Our results contribute to the understanding of this phenomenon by showing that store brand`s perceived trustworthiness also serves as uncertainty-reducing signal during consumer’s decision-making.
[ to cite ]:
Susanne Beck, Inga Wobker, Peter Kenning, and Isabella Kopton (2014) ,"Perceived Store Brand’S Trustworthiness As Signals During Consumers’ Decision-Making: an Experimental Investigation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 792-792.