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The Information-Economics Perspective on Brand Equity

By: Tulin Erdem (Author) , Joffre Swait (Author)

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Format: Paperback or Softback

ISBN-13: 9781680831689

Publisher: now publishers Inc

Publication Date: Aug 30th, 2016

Weight: 132 grams

Dimension: 23.60 x 15.70 x 1.10 cms

Category: BUSINESS & MANAGEMENT (Reserve KJ* codes for use with academic or specialist works and works for professionals. See VS* codes for personal careers advice, secrets of success, etc)

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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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