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Delivery and Payment Options as Antecedents to Enhanced Online Retailing
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Author(s): Kevin J. Shanahan (Mississippi State University, USA), Barbara Ross-Wooldridge (The University of Texas at Tyler, USA)and Charles M. Hermans (Missouri State University, USA)
Copyright: 2011
Pages: 13
Source title:
Organizational and End-User Interactions: New Explorations
Source Author(s)/Editor(s): Steve Clarke (University of Hull Business School, UK)and Ashish Dwivedi (The University of Hull, UK)
DOI: 10.4018/978-1-60960-577-3.ch004
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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 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 cobrand and a full complement of cobrands. 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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