Brand Value in Social Interaction

@article{Kuksov2007BrandVI,
  title={Brand Value in Social Interaction},
  author={Dmitri Kuksov},
  journal={Management Science},
  year={2007},
  volume={53},
  pages={1634-1644}
}
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
Highly Cited
This paper has 27 citations. REVIEW CITATIONS

From This Paper

Figures, tables, and topics from this paper.

References

Publications referenced by this paper.
Showing 1-10 of 29 references

The Art of Conversation: Eliciting Information from Experts Through Multi-Stage Communication,

  • Krishna, Vijay, John Morgan
  • Journal of Economic Theory 117,
  • 2004

Dimensions of Brand Personality,

  • Aaker, Jennifer
  • Journal of Marketing Research 34(August),
  • 1997

Similar Papers

Loading similar papers…