Discussion of Whether Brand Awareness Is a Form of Marketing Placebo
International Journal of Business and Information
View Archive InfoField | Value | |
Title |
Discussion of Whether Brand Awareness Is a Form of Marketing Placebo
|
|
Creator |
Hsiao, Ya-Hsin
Hsu, Ya-Hui Chu, Suh-Yueh Fang, Wenchang |
|
Description |
This study examines the influence of brand awareness on placebo effects in marketing, which is scarcely discussed by others, through response expectancy, analysis of variance (ANOVA), using t-test, seemingly unrelated regression model (SUR), and regression to more closely examine the placebo effects of brand awareness on brand attitudes and purchase intentions, analyze the data, and ascertain whether price moderates the relationship between brand awareness placebo and response expectancy. Results evidently show that brand awareness could be a placebo that activates response expectancy and thus influences brand attitudes and purchase intentions, which alter actual product efficacy. More important, price moderates the relationship between brand awareness and response expectancy.
|
|
Publisher |
International Business Academics Consortium
|
|
Date |
2015-11-14
|
|
Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
|
Format |
application/pdf
|
|
Identifier |
https://ijbi.org/ijbi/article/view/87
|
|
Source |
International Journal of Business and Information; Vol 9 No 1 (2014)
2520-0151 1728-8673 |
|
Language |
eng
|
|
Relation |
https://ijbi.org/ijbi/article/view/87/93
|
|
Rights |
Copyright (c) 2015 International Journal of Business and Information
|
|