Overcoming the challenge of low familiarity: Can a weakly familiar brand signal quality with exceptionally strong warranty?
Sujay Dutta, Somak Banerjee, Aaron C. Johnson, Abhijit Biswas
Topics & Concepts
WarrantyQuality (philosophy)Product (mathematics)BusinessPerceptionAdvertisingMarketingSIGNAL (programming language)DisadvantagedPsychologyComputer scienceEconomicsMathematicsLawPhilosophyPolitical scienceGeometryEconomic growthNeuroscienceEpistemologyProgramming languagePsychology of Moral and Emotional JudgmentConsumer Behavior in Brand Consumption and IdentificationEthics in Business and Education