Lemon-aid: brand as a signal for quality - a classroom game
2009 (English)In: Proceedings: ANZMAC Annual Conference, Australian & New Zealand Marketing Academy , 2009Conference paper (Refereed)
Lemon markets occur in situations when prior to purchase buyers are unable to observe the product and sellers consequently skim on quality. This phenomenon is potentially exacerbated when buyers and sellers trade in electronically mediated environments, where the product quality often cannot be assessed in advance of purchase. While economists explain the use of brands by firms in terms of monopolistic competition, marketers justify brands for performing various important value added functions. We describe a classroom exercise that tests whether the brand can serve as an effective signal of quality where asymmetric information prevails. Based on past experiments and games in economics it proposes a design for an online simulated posted-offer market institution to identify a lemons market.
Place, publisher, year, edition, pages
Australian & New Zealand Marketing Academy , 2009.
Research subject Industrial Marketing; Electronic Commerce
IdentifiersURN: urn:nbn:se:ltu:diva-33030Local ID: 7c2d11f0-bd52-11de-b769-000ea68e967bISBN: 1-86308-158-5OAI: oai:DiVA.org:ltu-33030DiVA: diva2:1006265
Australian and New Zealand Marketing Academy Conference : 30/11/2009 - 02/12/2009
Godkänd; 2009; 20091020 (ysko)2016-09-302016-09-30Bibliographically approved