Marketing UAM - Universidad Autónoma de Madrid - - Brand as signals: a cross-country validation study: Ana Valenzuela Baruch College

Brand as signals: a cross-country validation study: Ana Valenzuela Baruch College

escrito por Master en Marketing UAM
miércoles, 15 de abril de 2009
This seminars presents the main results of a research that tests how well the information-economics view of brand equity explains consumer brand choice in countries that represent different cultural dimensions. Empirical analysis use survey and experimental data on orange juice and personal computer collected from subjects in Brazil, Germany, India, Japan, Spain, Turkey, and the United States. The results obtained provide strong empirical evidence across countries for the role of brands as signals of product positions. Additionally, the positive effect of brand credibility on choice is larger in the case of consumers that rate high on either uncertainty avoidance or collectivism. Credible brands provide more value to collectivist consumers because of being perceived as of higher quality (i.e. reinforcing group identity), while they do so to high uncertainty avoidance consumers because of lowering perceived risk and information costs. See more

< Anterior		Siguiente >