Overcoming a No-Reputation Liability through Documentation and Advertising Regulation
研究测试了广告文案证明、广告自律和政府监管等信誉增强手段，能否提升消费者对无信誉企业新产品的购买意愿，发现这些手段能有效帮助企业克服无信誉劣势。
The author investigates the effectiveness of selected credibility enhancement devices in increasing the intent to purchase a brand which has a unique attribute, but is advertised by a firm with no reputation in the specific product category. The credibility enhancers tested are documentation of advertising claims, advertising self-regulation, and government regulation. Findings of the study demonstrate that implementation of these credibility enhancers can be valuable in bolstering a firm's influence and overcoming a no-reputation liability.