Brands versus information

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The Internet enhances information transparency for consumers, allowing access to reliable information about retailers and products in real-time from anywhere in the world. Simultaneously, it offers businesses tools to strengthen consumer-brand relationships, such as platforms for engaging in brand-related activities for entertainment and opportunities for personalized offerings. This book analyzes the roles of brands and information transparency in purchase decision processes, addressing key questions: Does the Internet empower consumers in ways that strengthen or weaken brand functions? Can information replace brand functions? Are brands becoming more significant in an era of empowered consumers? What effects does this have on brands, intermediaries, retailers, prices, and product quality? Additionally, it explores the implications for brand management. Targeted at both practitioners and academics, the book provides valuable insights for marketing, product and brand managers, consultants, and professionals interested in understanding these dynamics.