College Students’ Perceived Brand Value in Service and Manufacturing Categories

Yuexuan Gong and Pengzhi Xu
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Yuexuan Gong: Research Institute of Economics and Management, Southwestern University of Finance and Economics, China
Pengzhi Xu: School of Economics, Shanghai University, China

Annals of Social Sciences & Management studies, 2019, vol. 4, issue 2, 29-34

Abstract: We study college students’ perceived brand value in service and manufacturing categories by structural equation model (SEM) in information economics perspective, based on the investigation of successful multinational companies (MNCs)’ brands, take brand as a signal and analyze the differences of the brand value between service and manufacturing categories for their different degrees of information asymmetry. Our definition of brand value is the value of a brand as a signal to consumers (We narrow the group to college students in this paper). Our study gets some preliminary results: Only brand investment on the formation of brand consistency can it really exert effective influence to upgrade brand credibility.

Keywords: juniper publishers; social sciences journals; social anthropology; social policy; journal of social science; social and political science journals; journal of social science; open access; juniper publishers reivew (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:adp:oajasm:v:4:y:2019:i:2:p:29-34

DOI: 10.19080/ASM.2019.04.555631

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