Andere Kunden interessierten sich auch für
![Implied Brand Strategy on the Brand Equity and Consumer Goods FMCG]( "Implied Brand Strategy on the Brand Equity and Consumer Goods FMCG")
Implied Brand Strategy on the Brand Equity and Consumer Goods FMCG42,99 €![Brand Equity in the Banking Industry]( "Brand Equity in the Banking Industry")
Brand Equity in the Banking Industry20,99 €![Brand Culture]( "Brand Culture")
Brand Culture200,99 €![Measuring the Brand Equity of Puerto Rico as a Destination Brand]( "Measuring the Brand Equity of Puerto Rico as a Destination Brand")
Measuring the Brand Equity of Puerto Rico as a Destination Brand40,99 €![THE IMPACT OF BRAND EQUITY ON BRAND PREFERENCE]( "THE IMPACT OF BRAND EQUITY ON BRAND PREFERENCE")
THE IMPACT OF BRAND EQUITY ON BRAND PREFERENCE27,99 €![Student Experiences with the University and its Overall Brand Equity]( "Student Experiences with the University and its Overall Brand Equity")
Student Experiences with the University and its Overall Brand Equity23,99 €![The Damaging Effect of Brand Overexposure. On Brand Equity Dimensions of Luxury Streetwear Brands]( "The Damaging Effect of Brand Overexposure. On Brand Equity Dimensions of Luxury Streetwear Brands")
The Damaging Effect of Brand Overexposure. On Brand Equity Dimensions of Luxury Streetwear Brands48,95 €
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, enhances perceived quality, and decreases consumer-perceived risk and information costs, and hence increases consumer utility, which underlies the added value associated with a brand. The central (and motivating) construct in this view is the "credibility" of brands as signals. Following a short introduction, section 2 discusses the underpinnings of this framework of brand equity and outlines the analytical models of signaling under quality uncertainty, brand premia, and reputation. Section 3 outlines this information-economics theoretic framework of brand equity in greater detail and discusses the empirical validation of the framework. Section 4 reviews the theoretical and empirical implications of the information-economic theoretic framework for various aspects of consumer decision-making, such as choice, consideration-set formation, choice dynamics, customer relationship management (CRM), formation of brand loyalty, and consumer price sensitivities and willingness to pay. Finally, the authors also discuss the implications for brand management, such as managing brand extensions, alliances, co-branding, and brand crisis. Section 5 examines the validation of the basic framework across product categories and countries and over time. Section 6 provides a conclusion with directions for future research.