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An Exploratory Study Into Delivery and Payment Choice Restriction

An Exploratory Study Into Delivery and Payment Choice Restriction

Kevin J. Shanahan (New Mexico State University, USA), Barbara Ross-Wooldridge (The University of Texas at Tyler, USA), and Charles M. Hermans (Missouri State University, USA)
Copyright: © 2009 |Volume: 21 |Issue: 1 |Article: 4 |Pages: 13
ISSN: 1546-2234|EISSN: 1546-5012|ISSN: 1546-2234|EISBN13: 9781615200771|EISSN: 1546-5012|DOI: 10.4018/joeuc.2009010104
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MLA

Shanahan, Kevin J., et al. "An Exploratory Study Into Delivery and Payment Choice Restriction." JOEUC vol.21, no.1 2009: pp.75-87. http://doi.org/10.4018/joeuc.2009010104

APA

Shanahan, K. J., Ross-Wooldridge, B., & Hermans, C. M. (2009). An Exploratory Study Into Delivery and Payment Choice Restriction. Journal of Organizational and End User Computing (JOEUC), 21(1), 75-87. http://doi.org/10.4018/joeuc.2009010104

Chicago

Shanahan, Kevin J., Barbara Ross-Wooldridge, and Charles M. Hermans. "An Exploratory Study Into Delivery and Payment Choice Restriction," Journal of Organizational and End User Computing (JOEUC) 21, no.1: 75-87. http://doi.org/10.4018/joeuc.2009010104

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Abstract

We first measure attitudes toward a product and attitudes toward product quality when an unknown brand is associated with a well-known and trusted co-brand in the form of payment and delivery options; employing a classic co-branding strategy. Theory suggests that association with a trusted brand should lead to improved positive assessment of an unknown brand. Results suggest that the popular belief that trusted brands improve respondents’ assessments of unknown brands through a co-branding strategy may not be supported when there is a restriction on choice of payment and delivery options. That is, when including only a limited number of co-brands, brand associations may give the perception of restricted choice, leading to a lessened level of trust in the co-brand. We then repeat the study using a known branded product and known branded delivery and payment methods. Results show no difference in consumer perceptions between no co-brand and a full complement of co-brands. However, a restricted set of payment and delivery options leads to a more negative attitude toward the product and product quality.

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