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].

This paper evaluates how brand loyalty may affect young status consumers' evaluation of diffusion brands for high/low involvement fashion products. In particular, the positioning strategy of the type of diffusion brand names is investigated in this study. Data were gathered through an...

This research introduces the concept of brand association centrality and distinguishes central brand associations (CBAs) and peripheral brand associations (PBAs). Study 1 shows that the consistency with CBAs and PBAs influences perceived brand extension fit. However, the brand extension...

This paper develops a new dynamic model of Cournot–Nash oligopolistic competition that includes production and transportation costs, product differentiation, and quality levels in a network framework. The production costs capture the total quality cost, which, in turn, can also represent the...