An experimental study of brand signal quality of products in an asymmetric information environment.
Previous research regarding the effectiveness of signalling via brand name has focused on when and how any brand-building cost incurred, will be rewarded by future profit. In contrast to this seller-incentive perspective, this study examines how the buyer interprets the signal via brand name, the ef...
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| Format: | Thesis |
| Language: | English |
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Curtin University
2002
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| Online Access: | http://hdl.handle.net/20.500.11937/2233 |