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Umbrella branding as a signal of new product quality : an example of signalling by posting a bond

Wernerfelt, Birger - In: The Rand journal of economics 19 (1988) 3, pp. 458-466

Persistent link: https://www.econbiz.de/10001066269

Umbrella branding as a signal of new product quality : an example of signalling by posting a bond

Wernerfelt, Birger - 2010

Persistent link: https://www.econbiz.de/10003924094

Risk reduction and umbrella branding

Montgomery, Cynthia A. - In: The journal of business : B 65 (1992) 1, pp. 31-50

Persistent link: https://www.econbiz.de/10001121940

Commentaries and reply to "can brand extension signal product quality?" by Sridhar Moorthy

Wernerfelt, Birger; Keller, Kevin Lane; Moorthy, Sridhar - In: Marketing science : the marketing journal of the … 31 (2012) 5, pp. 771-778

Persistent link: https://www.econbiz.de/10009665101

Commentaries and reply to "Can brand extension signal product quality?" by Sridhar Moorthy

Wernerfelt, Birger; Keller, Kevin Lane - 2012

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)

Persistent link: https://www.econbiz.de/10009724867