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The virtuous brand: The perils and promises of brand virtue signaling · Study

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ArticleThe virtuous brand: The perils and promises of brand virtue signaling

Pierre R. Berthon2021

Article2021

The virtuous brand: The perils and promises of brand virtue signaling

Pierre R. Berthon · Sarah Lord Ferguson · LEYLAND F. PITT

27 citations·0/0 files stored·Business Horizons

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References

1973Job Market Signaling 1990Biological signals as handicaps 1978JOB MARKET SIGNALING **The essay is based on the author's doctoral dissertation (“Market Signalling: The Informational Structure of Job Markets and Related Phenomena,” Ph.D. thesis, Harvard University, 1972), forthcoming as a book entitled Market Signaling: Information Transfer in Hinng and Related Screening Processes in the Harvard Economic Studies Series, Harvard University Press. The aim here is to present the outline of the signaling model and some of its conclusions. Generalizations of the numerical examples used for expositional purposes here are found in ibid, and elsewhere.1978Uncertainty in Economics 1997Postemotional Society 2002The Internet and the birth of real consumer power 2016Moral Grandstanding 1968Theories of mate selection

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Year2021

Typearticle

Published2021-10-27

VenueBusiness Horizons

ISSN-L0007-6813

Languageen

Citations27

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1016/j.bushor.2021.10.006

openalex_workW3210142092

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