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College Students’ Perceived Brand Value in Service and Manufacturing Categories

Author

Listed:
  • Yuexuan Gong

    (Research Institute of Economics and Management, Southwestern University of Finance and Economics, China)

  • Pengzhi XU

    (School of Economics, Shanghai University, China)

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.

Suggested Citation

  • Yuexuan Gong & Pengzhi XU, 2019. "College Students’ Perceived Brand Value in Service and Manufacturing Categories," Annals of Social Sciences & Management studies, Juniper Publishers Inc., vol. 4(2), pages 29-34, August.
    • Handle: RePEc:adp:oajasm:v:4:y:2019:i:2:p:29-34
    DOI: 10.19080/ASM.2019.04.555631
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    References listed on IDEAS

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    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;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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