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Entrepreneurial branding: measuring consumer preferences through choice-based conjoint analysis

Author

Listed:
  • Fabian Eggers

    (Menlo College)

  • Felix Eggers

    (University of Groningen)

  • Sascha Kraus

    (University of Liechtenstein
    University of St. Gallen)

Abstract

Start-ups face branding challenges. Not only are they confronted with the task of building brands from scratch, their newness also leads to a particularly high amount of customer uncertainty. This paper contributes to the emerging field of entrepreneurial branding by investigating start-up characteristics that signal trustworthy information to potential customers. An extended choice-based conjoint approach for modeling brand equity is used to explore the impact of different signals as initiated by established and new firms in the field of tablet computers. An empirical study reveals brand signals that have significant effects on purchase probabilities and are appropriate to overcome information asymmetries between start-ups and prospective customers.

Suggested Citation

  • Fabian Eggers & Felix Eggers & Sascha Kraus, 2016. "Entrepreneurial branding: measuring consumer preferences through choice-based conjoint analysis," International Entrepreneurship and Management Journal, Springer, vol. 12(2), pages 427-444, June.
    • Handle: RePEc:spr:intemj:v:12:y:2016:i:2:d:10.1007_s11365-014-0344-1
    DOI: 10.1007/s11365-014-0344-1
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    References listed on IDEAS

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    Cited by:

    1. Sascha Kraus & Christine Mitter & Felix Eggers & Philipp Stieg, 2017. "Drivers of internationalization success: a conjoint choice experiment on German SME managers," Review of Managerial Science, Springer, vol. 11(3), pages 691-716, July.
    2. Matthews, Russell S. & Chalmers, Dominic M. & Fraser, Simon S., 2018. "The intersection of entrepreneurship and selling: An interdisciplinary review, framework, and future research agenda," Journal of Business Venturing, Elsevier, vol. 33(6), pages 691-719.
    3. Angela Eliza Micu & Olfa Bouzaabia & Rym Bouzaabia & Adrian Micu & Alexandru Capatina, 2019. "Online customer experience in e-retailing: implications for web entrepreneurship," International Entrepreneurship and Management Journal, Springer, vol. 15(2), pages 651-675, June.
    4. Czakon, Wojciech & Niemand, Thomas & Gast, Johanna & Kraus, Sascha & Frühstück, Lisa, 2020. "Designing coopetition for radical innovation: An experimental study of managers' preferences for developing self-driving electric cars," Technological Forecasting and Social Change, Elsevier, vol. 155(C).

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