Consider a two-product firm that decides on the quality of each product. Product quality is unknown to consumers. If the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the performance of both products. We show that if the probability...

In a market environment with random detection of product quality, a firm can employ umbrella branding as a strategy to convince consumers of the high quality of its products. Alternatively, a firm can rely on external certification of the quality of one or both of its products. We characterize...

Brand presences on social network sites (SNSs) like Facebook, Twitter, or Google+ form important communication tools for marketers in the social media environment. Engaging the consumer in an ongoing dialogue via brand fan pages, especially on Facebook, becomes more and more important. However,...