This paper examines the effects of brand credibility, a central concept in information economics-based approaches to … brand effects and brand equity, on consumer choice and choice set formation. We investigate the mechanisms through which … a brand as a signal is defined as the believability of the product position information contained in a brand, which …

Recent brand relationship research has paid attention to brand love, brand credibility, and brand loyalty. In market … and society, various collaborations and co-creations derived from brand relationships generate various social network … markets and open business innovations. Brand relationships and collaborative forms heavily depend on risk taking or risk …