Record Details

Discussion of Whether Brand Awareness Is a Form of Marketing Placebo

International Journal of Business and Information

View Archive Info
 
 
Field 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
 
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