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International Entrepreneurship and Management Journal

Erschienen in:

01.06.2016

Entrepreneurial branding: measuring consumer preferences through choice-based conjoint analysis

verfasst von: Fabian Eggers, Felix Eggers, Sascha Kraus

Erschienen in: International Entrepreneurship and Management Journal | Ausgabe 2/2016

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Abstract

Start-ups face branding challenges. Not only are they confronted with the task of building brands from scratch, their newness also leads to a particularly high amount of customer uncertainty. This paper contributes to the emerging field of entrepreneurial branding by investigating start-up characteristics that signal trustworthy information to potential customers. An extended choice-based conjoint approach for modeling brand equity is used to explore the impact of different signals as initiated by established and new firms in the field of tablet computers. An empirical study reveals brand signals that have significant effects on purchase probabilities and are appropriate to overcome information asymmetries between start-ups and prospective customers.

Vorheriger Artikel Exploring the effectiveness of research and innovation policies among European Union countries

Nächster Artikel Extending the link between entrepreneurial self-efficacy and intention: a moderated mediation model

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Titel: Entrepreneurial branding: measuring consumer preferences through choice-based conjoint analysis
verfasst von: Fabian Eggers
Felix Eggers
Sascha Kraus
Publikationsdatum: 01.06.2016
Verlag: Springer US
Erschienen in: International Entrepreneurship and Management Journal / Ausgabe 2/2016
Print ISSN: 1554-7191
Elektronische ISSN: 1555-1938
DOI: https://doi.org/10.1007/s11365-014-0344-1

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