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Cited by 963

The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.

Signaling Unobservable Product Quality through a Brand Ally

Rao, Akshay R., Qu, Lu, Ruekert, Robert W.·1999·Journal of Marketing Research
DOI 10.1177/002224379903600209
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Abstract

In this article, the authors examine the circumstances in which brand names convey information about unobservable quality. They argue that a brand name can convey unobservable quality credibly when false claims will result in intolerable economic losses. These losses can occur for two reasons: (1) losses of reputation or sunk investments and (2) losses of future profits that occur whether or not the brand has a reputation. The authors test this assertion in the context of the emerging practice of brand alliances. Results from several studies are supportive of the premise and suggest that, when evaluating a product that has an important unobservable attribute, consumers’ quality perceptions are enhanced when a brand is allied with a second brand that is perceived to be vulnerable to consumer sanctions. The authors discuss the theoretical and substantive implications for the area of brand management.

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Metadata

Authors
Rao, A. R., Qu, L., & Ruekert, R. W.
Venue
Journal of Marketing Research
Publisher
SAGE Publications
Published
1999-05
Volume
36
Issue
2
Pages
258-268
ISSN
  • 0022-2437 (ISSN-L)
  • 1547-7193
DOI
10.1177/002224379903600209
OpenAlex
W2334317552
Cited by
963
References
1
FWCI
31.45
Type
journal article
Language
en
Open access
closed

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.