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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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Bibliographic Details
Main Author:	Tsao, Hsiu-Yuan
Format:	Thesis
Language:	English
Published:	Curtin University 2002
Subjects:	brand signalling brand-building consumer-based branding
Online Access:	http://hdl.handle.net/20.500.11937/2233

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