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The Information-Economics Perspective on Brand Equity - Foundations and Trends in Marketing Tulin Erdem
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The Information-Economics Perspective on Brand Equity - Foundations and Trends in Marketing
Tulin Erdem
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.
73 pages
| Media | Books Paperback Book (Book with soft cover and glued back) |
| Released | August 31, 2016 |
| ISBN13 | 9781680831689 |
| Publishers | now publishers Inc |
| Pages | 73 |
| Dimensions | 157 × 236 × 11 mm · 117 g |
| Language | English |
