the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the … markets and that even unprofitable products may be used to stabilize the umbrella brand. However, umbrella branding does not …

studying the factors influencing brand loyalty in the Turkish Telecommunication industry represented by Turk Telecom.To define … the quality of influence, three indicators were examined: brand perception, brand personality, brand reputation. The … that brand perception, brand personality, brand reputation have a significant influence on brand loyalty, so taking Turk …

We develop a theory of collective brand reputation for markets in which product quality is jointly determined by local … yields a theory of optimal brand size and revenue sharing that applies to platform markets, franchising, licensing, umbrella …