The Information-Economics Perspective on Brand Equity

1. Auflage 2016
ISBN: 978-1-68083-168-9
Verlag: Now Publishers

Buch, Englisch, Band 34, 72 Seiten, Format (B × H): 156 mm x 234 mm

Reihe: Foundations and Trends® in Marketing

The Information-Economics Perspective on Brand Equity 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, enhances perceived quality, and decreases consumer-perceived risk and information costs, and hence increases consumer utility, which underlies the added value associated with a brand. The central (and motivating) construct in this view is the “credibility” of brands as signals.

Following a short introduction, section 2 discusses the underpinnings of this framework of brand equity and outlines the analytical models of signaling under quality uncertainty, brand premia, and reputation. Section 3 outlines this information-economics theoretic framework of brand equity in greater detail and discusses the empirical validation of the framework. Section 4 reviews the theoretical and empirical implications of the information-economic theoretic framework for various aspects of consumer decision-making, such as choice, consideration-set formation, choice dynamics, customer relationship management (CRM), formation of brand loyalty, and consumer price sensitivities and willingness to pay. Finally, the authors also discuss the implications for brand management, such as managing brand extensions, alliances, co-branding, and brand crisis. Section 5 examines the validation of the basic framework across product categories and countries and over time. Section 6 provides a conclusion with directions for future research.

Autoren/Hrsg.

Erdem, Tülin

Swait, Joffre

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Introduction. Theoretical underpinnings of the information-economics framework of brand equity. Information theoretic brand equity framework. Implications of the information theoretic brand-equity framework. Validation of the information theoretic brand-equity framework across product categories, countries, and time. Links between the information-economics perspective of brand equity and other conceptual brand-equity frameworks. Summary and Future Research. References.