Commentaries and Reply to "Can Brand Extension Signal Product Quality?" by Sridhar Moorthy

被引：2
|
作者：
Wernerfelt, Birger [1 ]
机构：
[1] MIT, Sloan Sch Management, Cambridge, MA 02142 USA
来源：
MARKETING SCIENCE | 2012年 / 31卷 / 05期
关键词：
brand extension; signaling; product quality; game theory;
D O I：
10.1287/mksc.1120.0729
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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].
引用
收藏
页码：771 / 772
页数：2
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