| Popis: |
Existing literature supports the notion that sellers’ corporate and product brands are valuable, enabling resources that serve to build and reinforce firm-level competitive advantages (Aaker 2004). These brands act as key signaling mechanisms, which convey critical and differentiating information to current and prospective customers (Kirmani and Rao 2000). Such differentiation serves to reinforce brand positions, rewarding firms with competitive advantage, performance, growth, and profit (Aaker 2004, 1996; Keller 2008). |
