Purchasing Decision Judging from Product Design, Product Quality, and Brand Image

Brand Reputation, Warranty, and Product Quality

When product quality is unobservable to consumers, a manufacturer can convey the quality information using signals such as warranty and brand reputation. The purpose of this paper is to study the interactions between warranty, brand reputation, and product quality, and to examine the quality signaling strategies. We model a monopolist who tries to convey unobservable product quality to heteroge...

Product/Brand extraction from WikiPedia

In this paper we describe the task of extracting product and brand pages from wikipedia. We present an experimental environment and setup built on top of a dataset of wikipedia pages we collected. We introduce a method for recognition of product pages modelled as a boolean probabilistic classification task. We show that this approach can lead to promising results and we discuss alternative appr...

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 ...

Product and Brand Positioning

Second, companies cannot position brands in isolation; they must be positioned relative to one or more competitors. By nature, human beings learn by making comparisons. When we learn new information, one way we remember and use that information is by mentally comparing it to existing information. Therefore, it’s only natural for people to develop perceptions of one brand that are relative to ot...

The forgotten bond: Brand identity and product design