Consumer evaluation of brand alliance signals

By Bashar S. Gammoh, Kevin E. Voss, G. Chakraborty. 2006

154 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/1349f115cdaafda84c516ae61746a38e59b18afd

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. R. Duane Ireland
2. Billur Akdeniz
3. Brian L. Connelly
4. Clay M. Voorhees
5. Roger J. Calantone
6. Jörg Henseler

In Sociology and Political Science

1. R. Duane Ireland
2. Billur Akdeniz
3. Brian L. Connelly
4. Clay M. Voorhees
5. Roger J. Calantone

Citations in the corpus

• Effectiveness of Marketing Cues on Consumer Perceptions of Quality: The Moderating Roles of Brand Reputation and Third-Party Information (2013, background): “First, drawing on cue-diagnosticity theory, it provides a parsimonious conceptual framework to examine the simultaneous impact of high- and low-scope quality cues.”
• Signaling Theory: A Review and Assessment (2011, background): “However, the management literature is mainly focused on signal costs, containing less discussion of the role of penalty costs, which are a form of negative feedback from the receiver (Gammoh et al., 2006).”