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Predictors of Branding and the Role of Warranty on Consumer Choice

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  • J.C. Blewitt

Abstract

This conceptual paper reviews the literature from three distinct areas in consumer behavior: branding, warranty, and choice. In using a mixture of these three areas, propositions are developed which will be tested in future research. The impact of this study is geared towards understanding the behavior of consumers purchasing high cost items and the relative importance and trust that is placed in the warranty that comes with such a purchase. While the study will consider domestic (United States) consumers, international factors such as country of origin and psychic distance will be posed as viable factors in the decision making process. We propose that six factors will impact the role of branding in the decision making process and that a warranty will serve as a moderator to the ultimate choice decision.

Suggested Citation

  • J.C. Blewitt, 2018. "Predictors of Branding and the Role of Warranty on Consumer Choice," International Business Research, Canadian Center of Science and Education, vol. 11(8), pages 122-132, August.
    • Handle: RePEc:ibn:ibrjnl:v:11:y:2018:i:8:p:122-132
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    References listed on IDEAS

    as
    1. Chung Koo kim & Jay Young Chung, 1997. "Brand Popularity, Country Image and Market Share: An Empirical Study," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 28(2), pages 361-386, June.
    2. Herbert A. Simon, 1955. "A Behavioral Model of Rational Choice," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 69(1), pages 99-118.
    3. Warren J Bilkey & Erik Nes, 1982. "Country-of-Origin Effects on Product Evaluations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 13(1), pages 89-100, March.
    4. Tversky, Amos & Kahneman, Daniel, 1986. "Rational Choice and the Framing of Decisions," The Journal of Business, University of Chicago Press, vol. 59(4), pages 251-278, October.
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    More about this item

    Keywords

    branding; warranty; consumer behavior; country of origin; psychic distance;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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