Construct · 1 fields · 1 citations

brand equity as a signaling phenomenon: a standalone construct

One name. One construct. A landmark on the map.

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Branding

the view that brands act as credible signals of product position under imperfect information, lowering perceived risk and information costs.

In branding, brand equity as a signaling phenomenon refers to the view that brands act as credible signals of product position under imperfect information, lowering perceived risk and information costs. This meaning comes from Erdem (1998) in Journal of Consumer Psychology.[1]

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Nearby constructs

brand equity6 names · 9 citationsjangle · one name, two rival constructs equity4 fields · 4 citationsjingle · one word, four constructs information4 fields · 5 citationsjingle · one word, four constructs

References

Erdem, T., & Swait, J. (1998). Brand Equity as a Signaling Phenomenon. Journal of Consumer Psychology, 7(2), 131-157. https://doi.org/10.1207/s15327663jcp0702_02

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