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- W2701460915 abstract "Customer based brand equity has traditionally been largely viewed as comprising brand assets and liabilities relating to the brand, its name and symbol. This stream of research, based in cognitive psychology, has commonly defined brand equity as the incremental value or effect of what is known about the brand on consumer response to the marketing of the brand (e.g. brand prominence, differentiation and associations). Recently, an alternative approach has been proposed by Erdem and Swait (1998), based on signalling theory from information economics. This approach defines brand equity as the value of a brand signal to consumers. This value is created by two mechanisms, reduction of perceived risk in consumption and savings in information acquisition and processing. The purpose of this paper is to integrate the two approaches. Empirical testing was conducted using structural equation modelling, based on data from consumer banking selection decisions. Results provide support for the proposed model." @default.
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- W2701460915 date "1999-01-01" @default.
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- W2701460915 title "BRAND EQUITY: AN INTEGRATED FRAMEWORK" @default.
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