Resumen de Improving the effect of guarantees: : the role of a retailer's reputation

Anne L. Roggeveen, Ronald C. Goodstein, Dhruv Grewal

• Highlights: [�] Examines the role of synergies between guarantees and retailer reputation. [�] Incongruity based on both meaning and valence is key. [�] An associated guarantee is beneficial for retailers with poor reputations.