Exploring the influence of brand innovation on marketing performance using signaling framework and resource-based theory (RBT) approach

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...

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Bibliographic Details
Main Authors: Grigoriou, N., Davcik, N., Sharma, Piyush
Other Authors: Obal, M.
Format: Conference Paper
Language:English
Published: Academy of Marketing Science 2016
Online Access:http://hdl.handle.net/20.500.11937/75119

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