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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
| Medie | Bøger Paperback Bog (Bog med blødt omslag og limet ryg) |
| Udgivet | 31. august 2016 |
| ISBN13 | 9781680831689 |
| Forlag | now publishers Inc |
| Antal sider | 73 |
| Mål | 157 × 236 × 11 mm · 132 g |
| Sprog | Engelsk |
Se alt med Tulin Erdem ( f.eks. Paperback Bog )