... of the herding signal, the WOM signal, the central effort signal and the peripheral effort signal in OHCs, which augments the predominant applications of signalling theory in e-commerce contexts. Furthermore, this research broadens the theoretical comprehension of signalling theory by revealing the substitutive...

... consumers’ trust. The purpose of this paper is to employ the signalling theory to analyse whether a brand response, a customer response or a response that combines both when responding to a NCR leads to better product purchase intentions at the customer end. Design/methodology/approach In a laboratory...