Authors
Tülin Erdem, Joffre Swait
Publication date
1998/12/31
Journal
Journal of consumer Psychology
Volume
7
Issue
2
Pages
131-157
Publisher
Elsevier
Description
This article deveiops an information economics perspective on the value (or equity) ascribed
to brands by consumers. Unlike research based on cognitive psychology, the proposed
signaling perspective explicitly considers the imperfect and asymmetrical information
structure of the market. It motivates the role of credibility (determined endogenously by the
dynamic interactions between firms and consumers) as the primary determinant of consumer-
based brand equity. Thus, when consumers are uncertain about product attributes, firms ...
Total citations
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Scholar articles
T Erdem, J Swait - Journal of consumer Psychology, 1998