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Brands as Signals: A Cross-Country Validation Study
This article tests how well the information economics view of brand equity explains consumer brand choice in countries that represent different cultural dimensions. In this emipirical analaysis, the authors use survey and experimental data on orange juice and personal computers collected from respondents in Brazil, Germany, India, Japan, Spain, Turkey and the United States. The results provide strong empirical evidence across countries for the role of brand as singnals of product position. In addition, the positive effect of brand credibility on choice is greater for consumers who rate high on either collectivisim or uncertainly avoidance. Credible brands provide more value to collectivist consumers because such consumers perceive these brands as being of higher quality (i.e., reinforcing group identity). Credible brands provide more value to high-uncertainty-avoidance consumers because such brands have lower perceived risk and information costs.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM7001 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago, IL: American Marketing Association 2006 |
|---|---|
| Edisi | Vol. 70, No. 1, Jan., 2006 |
| Subjek | Brand equity Value countries Brands as signals Product position Lower perceived risk Collectivist consumers |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 16 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |