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首页> 外文期刊>International entrepreneurship and management journal >Entrepreneurial branding: measuring consumer preferences through choice-based conjoint analysis
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Entrepreneurial branding: measuring consumer preferences through choice-based conjoint analysis

机译：企业家品牌：通过基于选择的联合分析来衡量消费者的偏好

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摘要

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.
机译：初创企业面临品牌挑战。他们不仅面临着从头开始建立品牌的任务，而且它们的新颖性还导致特别高的客户不确定性。本文通过研究向潜在客户传达可信赖信息的启动特征，为新兴的企业品牌领域做出了贡献。使用扩展的基于选择的联合方法对品牌资产进行建模，以探索由平板电脑领域的老公司和新公司发起的不同信号的影响。一项实证研究表明，品牌信号对购买概率具有重大影响，并且适合克服初创企业与潜在客户之间的信息不对称。

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