Can Brand Extension Signal Product Quality?
نویسندگان
چکیده
منابع مشابه
Can Brand Extension Signal Product Quality?
This paper asks whether brand extension can serve as a signal of product quality given that it costs less than a new brand. (Existing literature has assumed either that brand extension is cost-neutral or that it costs more.) I show that it can as a Perfect Bayesian Equilibrium, but the argument is unconvincing. For one thing, the separating equilibrium is not unique; a pooling equilibrium also ...
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ژورنال
عنوان ژورنال: Marketing Science
سال: 2012
ISSN: 0732-2399,1526-548X
DOI: 10.1287/mksc.1120.0723