Brand Value in Social Interaction

  title={Brand Value in Social Interaction},
  author={Dmitri Kuksov},
  journal={Management Science},
This paper explores the consumer value of publicly associating oneself with a brand image. The economic value of such association to the consumer of a brand is coming from its affect on the information exchange between consumers engaged in a search for partnerships with each other. It turns out that the brand use can be valuable to consumers for communication even when they do not have the proper incentives to make simple conversations valuable or informative. In particular, when the… CONTINUE READING
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