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 …

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 …

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 …

Ingredient branding, or the use of two or more brand names on a single product, is widely seen as providing significant … benefits in terms of increased product differentiation and greater market share. The association between two brand names can … both enhance and dilute the brand equity of the host brand name and the ingredient brand name. This research examines the …