Warranty Designs and Brand Reputation Analysis in a Duopoly
نویسندگان
چکیده
When product quality is unobservable to consumers, a manufacturer can convey the quality information using signals such as warranty and brand reputation. This paper develops a noncooperative duopoly model to study the interaction between warranty, brand reputation and product quality. Two competing manufacturers offer warranties on their respective product with different qualities, which is unobservable to consumers. Consumers make purchase decisions based on quality beliefs derived from the warranties offered and the brand reputations of the manufacturers. Factors that influence the optimal decisions of warranty and profit are analyzed.
منابع مشابه
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...
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