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The Information-Economics Perspective on Brand Equity

af Tulin Erdem

indgår i Foundations and Trends in Marketing serien

The Information-Economics Perspective on Brand Equity af Tulin Erdem
Bag om The Information-Economics Perspective on Brand Equity

Focuses on the information-economics theoretic framework of brand equity. The authors posit that consumer-based brand equity is the value of a brand as a credible signal of a product's positioning. In their framework, the content, clarity, and credibility of the brand signal creates intangible benefits, and enhances perceived quality.

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  • Sprog:
  • Engelsk
  • ISBN:
  • 9781680831689
  • Indbinding:
  • Paperback
  • Sideantal:
  • 74
  • Udgivet:
  • 31. august 2016
  • Størrelse:
  • 157x236x11 mm.
  • Vægt:
  • 132 g.
  • 2-3 uger.
  • 16. december 2024
Forlænget returret til d. 31. januar 2025

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Focuses on the information-economics theoretic framework of brand equity. The authors posit that consumer-based brand equity is the value of a brand as a credible signal of a product's positioning. In their framework, the content, clarity, and credibility of the brand signal creates intangible benefits, and enhances perceived quality.

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