Brands as Signals : A Cross-Country Validation Study

@inproceedings{Erdem2005BrandsAS,
  title={Brands as Signals : A Cross-Country Validation Study},
  author={T{\"u}lin Erdem and Joffre Swait and Ana Valenzuela},
  year={2005}
}
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 empirical analysis, 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 brands as signals of product positions. In… CONTINUE READING
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