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The Information-Economics Perspective on Brand Equity - Foundations and Trends in Marketing
Tulin Erdem
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 | Boeken Paperback Book (Boek met zachte kaft en gelijmde rug) |
Vrijgegeven | 31 augustus 2016 |
ISBN13 | 9781680831689 |
Uitgevers | now publishers Inc |
Pagina's | 73 |
Afmetingen | 157 × 236 × 11 mm · 132 g |
Taal en grammatica | Engels |
Bekijk alles van Tulin Erdem ( bijv. Paperback Book )