Predictors of Branding and the Role of Warranty on Consumer Choice


  •  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.



This work is licensed under a Creative Commons Attribution 4.0 License.
  • Issn(Print): 1913-9004
  • Issn(Onlne): 1913-9012
  • Started: 2008
  • Frequency: monthly

Journal Metrics

Google-based Impact Factor (2019): 14.58

h-index (February 2019): 54

i10-index (February 2019): 453

h5-index (February 2019): 26

h5-median(February 2019): 35

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