Commentaries and Reply to "Can Brand Extension Signal Product Quality?" by Sridhar Moorthy

Commentaries and Reply to "Can Brand Extension Signal Product Quality?" by Sridhar Moorthy

This series of discussions presents commentaries and a rejoinder on the economic perspectives on branding arising from Moorthy [Moorthy S (2012) Can brand extension signal product quality? Marketing Sci. 31(5):756-770].

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Bibliographische Detailangaben
Veröffentlicht in:Marketing science (Providence, R.I.) R.I.), 2012-09, Vol.31 (5), p.771-778
Format: Artikel
Sprache:eng
Schlagworte:
Analysis
brand extension
Game theory
Marketing
Product quality
signaling
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Zusammenfassung:This series of discussions presents commentaries and a rejoinder on the economic perspectives on branding arising from Moorthy [Moorthy S (2012) Can brand extension signal product quality? Marketing Sci. 31(5):756-770].
ISSN:0732-2399
1526-548X
DOI:10.1287/mksc.1120.0729