Gütezeichen und ihre Wirkungsbeziehungen – ein Literaturüberblick View Full Text


Ontology type: schema:ScholarlyArticle     


Article Info

DATE

2012-12

AUTHORS

Ulya Haenraets, Julia Ingwald, Vanessa Haselhoff

ABSTRACT

Quality seals constantly gain importance since consumers get increasingly involved in the quality of products. Although a rise in the number of quality seals can be observed, no structured overview of the empirical results regarding influencing effects and outcomes exists so far. Therefore, this article systemizes existing studies with three aims: disambiguation, demonstrating classification options for seals and identifying factors that influence the effects caused by the use of quality seals as well as naming theses effects. Thereby a new option to classify quality seals by the type of the awarding organizations (external independent company or producer) is suggested. Furthermore, existing empirical results will be summarized focusing on influencing factors and effects resulting from the use of quality seals. Evidently, the perceived credibility of the source (type of the organization) has a crucial influence on the effect of quality seals. This effect is particularly mirrored in the change of attitude towards and quality perception of the certified product as well as in the increased purchase intention. The use of quality seals generally results in a positive effect on these three variables. What cannot be clarified is the influence of the awareness level of product brand and quality seal as well as the corresponding reciprocal effects. In addition, personal attributes and consumers' levels of knowledge have been analyzed. The results mainly demonstrate wrong perceptions of the certification process and criteria. Concluding, limitations of the analyzed empirical studies are shown and further research areas are identified. More... »

PAGES

147-163

Identifiers

URI

http://scigraph.springernature.com/pub.10.1007/s12642-012-0084-0

DOI

http://dx.doi.org/10.1007/s12642-012-0084-0

DIMENSIONS

https://app.dimensions.ai/details/publication/pub.1016046123


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