Seeing the forest despite the trees: Brand effects on choice uncertainty

摘要: Abstract Prior research on brand equity suggests that consumers use brands as signals to reduce uncertainty and perceived risk. Erdem Swait (1998) developed a conceptual framework based information economics signaling theory explain how is created, maintained transferred over time involves seven theoretical constructs. This paper reviews the impact of brand-equity-associated utility scale indirect function (i.e., inverse error variance); we argue higher reduces need for review previously formed preferences. We combine experiment with feature estimate effects scores choice. find leads choice consistency, which can drive increases in market share.