Exploring the influence of brand innovation on marketing performance using signaling framework and resource-based theory (RBT) approach
Consumer markets are imperfect and asymmetric information exists between consumers and firms. Firms signal credible production and commitment to consumers by applying different levels of production and market standards. From consumer’s perspective, production standards are a proxy for product qualit...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Conference Paper |
| Language: | English |
| Published: |
Academy of Marketing Science
2016
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| Online Access: | http://hdl.handle.net/20.500.11937/75119 |