This article develops an mforrnation economics perspective on the value (or equity) ascribed to brands by consumers. The proposed signahng perspective exphcitly considers the imperfect and asymmetncal information structure of the market. It motivates the role of credibility as the primary determinant of consumer-based brand equity.
This article develops an mforrnation economics perspective on the value (or equity) ascribed to brands by consumers. The proposed signahng perspective exphcitly considers the imperfect and asymmetncal information structure of the market. It motivates the role of credibility as the primary determinant of consumer-based brand equity.
This article develops an mforrnation economics perspective on the value (or equity) ascribed to brands by consumers. The proposed signahng perspective exphcitly considers the imperfect and asymmetncal information structure of the market. It motivates the role of credibility as the primary determinant of consumer-based brand equity.