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

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.


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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 792-792.


Susanne Beck, Zeppelin University, Germany
Inga Wobker, Zeppelin University, Germany
Peter Kenning, Zeppelin University, Germany
Isabella Kopton, Zeppelin University, Germany


NA - Advances in Consumer Research Volume 42 | 2014

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