{"product_id":"9783836407090","title":"Brands Versus Information- the Changing Role of Brands in the Age of Empowered Consumers","description":"On the one hand, the Internet increases information transparency for consumers\u003cbr\u003e- they are now able to obtain objective, trustworthy information on retailers'\u003cbr\u003eexistence and reliability as well as on products and services in realtime,\u003cbr\u003eat any time from virtually any place in the world. On the other hand,\u003cbr\u003ethe Internet provides tools to businesses to strengthen their consumers'\u003cbr\u003ebonds with their brands, e.g. through offering platforms for consumers to engage in brand-related behavior for fun and entertainment during their free time or through offering businesses the opportunity to personalize offerings for their customers.\u003cbr\u003eFor the first time, this book analyzes and describes the roles that both brands and the increased information transparency play in purchase decision processes.\u003cbr\u003eIt gives answers to a wide range of questions: Does the Internet empower consumers in a way that strengthens or weakens functions of brands?\u003cbr\u003eCan information substitute brand functions? Are brands becoming even more important in the age of empowered consumers? What are the impacts of this development on brands, on intermediaries and retailers, and on prices and product quality? And what are the implications for brand management?\u003cbr\u003eThis book is addressed to a practice oriented as well as to an academic audience.\u003cbr\u003eIt delivers new insights and perspectives to marketing, product and brand managers, to consultants, and to all other professionals who are interested in this topic.","brand":"VDM Verlag Dr. Mueller E.K.","offers":[{"title":"Default Title","offer_id":47063412048112,"sku":"9783836407090","price":76.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9783836407090_p0.jpg?v=1763687455","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9783836407090","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}