Brands as signals: A cross-country validation study

Tülin Erdem, Joffre Swait, A.M. Valenzuela Martínez

Research output: Indexed journal article Articlepeer-review

621 Citations (Scopus)

Abstract

This article tests how well the information economics view of brand equity explains consumer brand choice in countries that represent different cultural dimensions. In this empirical analysis, the authors use survey and experimental data on orange juice and personal computers collected from respondents in Brazil, Germany, India, Japan, Spain, Turkey, and the United States. The results provide strong empirical evidence across countries for the role of brands as signals of product positions. In addition, the positive effect of brand credibility on choice is greater for consumers who rate high on either collectivism or uncertainty avoidance. Credible brands provide more value to collectivist consumers because such consumers perceive these brands as being of higher quality (i.e., reinforcing group identity). Credible brands provide more value to high-uncertainty-avoidance consumers because such brands have lower perceived risk and information costs.
Original languageEnglish
Pages (from-to)34-49
JournalJournal of Marketing
Volume70
DOIs
Publication statusPublished - 1 Jan 2006

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