Brands as signals: A cross-country validation study
Erdem, Swait and Valenzuela test the information economics view of brand equity with survey and experimental data on orange juice and personal computers from consumers in Brazil, Germany, India, Japan, Spain, Turkey and the United States. The results give strong evidence across countries that brands act as signals of product positions. The positive effect of brand credibility on choice is greater for consumers high in collectivism, through perceived quality, or in uncertainty avoidance, through lower perceived risk and information costs. Journal of Marketing 70(1), 34-49, 2006.
Erdem, Swait and Valenzuela test the information economics view of brand equity with survey and experimental data on orange juice and personal computers from consumers in Brazil, Germany, India, Japan, Spain, Turkey and the United States. The results give strong evidence across countries that brands act as signals of product positions. The positive effect of brand credibility on choice is greater for consumers high in collectivism, through perceived quality, or in uncertainty avoidance, through lower perceived risk and information costs. Journal of Marketing 70(1), 34-49, 2006.
Written from the abstract, OpenAlex, 2026-11-03; full text not read.
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Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: A cross-country validation study. Journal of Marketing, 70(1), 34-49. doi:10.1509/jmkg.70.1.034.qxd https://doi.org/10.1509/jmkg.70.1.034.qxd