Brand, knowledge, and false sense of security

Brand, knowledge, and false sense of security Purpose – The purpose of this paper is to study how brand name can affect consumers' perceived protection from security technologies. It also seeks to investigate the significance of knowledge in reducing consumers' reliance on brand name in their security technology adoption decision. Design/methodology/approach – A 2×2 experiment was used to study the effects of brand name and knowledge on the adoption of antivirus software. Subjects were randomly assigned to groups and presented with different brands and product choice sets. Product choices from different groups were analyzed using z ‐tests and logistic regression. Findings – It is found that brand name affects product choice, a strong brand may tend to induce a false sense of security and lead to poor produce choice, and knowledge can reduce consumers' reliance on brand name in security technology adoption decision. Originality/value – The paper highlights consumers' reliance on brand name to infer the level of protection provided by a security technology. It also shows that knowledge can reduce this reliance. The findings of this paper have significant implications to brand, consumer expectation, and product line management. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Information Management & Computer Security Emerald Publishing

Brand, knowledge, and false sense of security

Information Management & Computer Security, Volume 18 (3): 11 – Jul 20, 2010

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Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
0968-5227
D.O.I.
10.1108/09685221011064690
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to study how brand name can affect consumers' perceived protection from security technologies. It also seeks to investigate the significance of knowledge in reducing consumers' reliance on brand name in their security technology adoption decision. Design/methodology/approach – A 2×2 experiment was used to study the effects of brand name and knowledge on the adoption of antivirus software. Subjects were randomly assigned to groups and presented with different brands and product choice sets. Product choices from different groups were analyzed using z ‐tests and logistic regression. Findings – It is found that brand name affects product choice, a strong brand may tend to induce a false sense of security and lead to poor produce choice, and knowledge can reduce consumers' reliance on brand name in security technology adoption decision. Originality/value – The paper highlights consumers' reliance on brand name to infer the level of protection provided by a security technology. It also shows that knowledge can reduce this reliance. The findings of this paper have significant implications to brand, consumer expectation, and product line management.

Journal

Information Management & Computer SecurityEmerald Publishing

Published: Jul 20, 2010

Keywords: Brands; Brands awareness; Consumer behaviour; Data security

References

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