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? <i>Marketing Sci.</i> 31(5):756-770].

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Year of publication:	2012
Published in:	Marketing Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0732-2399. - Vol. 31.2012, 5, p. 771-778
Publisher:	Institute for Operations Research and the Management Sciences - INFORMS
Subject:	brand extension \| signaling \| product quality \| game theory

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Extent:	application/pdf
Type of publication:	Article
Other identifiers:	10.1287/mksc.1120.0729 [DOI]
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10010990383