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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
Médias | Livres Paperback Book (Livre avec couverture souple et dos collé) |
Validé | 31 août 2016 |
ISBN13 | 9781680831689 |
Éditeurs | now publishers Inc |
Pages | 73 |
Dimensions | 157 × 236 × 11 mm · 132 g |
Langue et grammaire | English |
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