On brand extension as a signal of product quality
Name
Wernerfelt_On brand extension.pdf
Size
22.94 KB
Format
Adobe PDF
Checksum (MD5)
a50041aab7cf35ac143d2e98f601e8ae
Author(s)
Wernerfelt, Birger
Date Issued
September 2012
Journal
Marketing Science
Publisher
Institute for Operations Research and the Management Sciences (INFORMS)
Citation
“Commentaries and Reply to ‘Can Brand Extension Signal Product Quality?’ by Sridhar Moorthy.” Marketing Science 31.5 (2012): 771–778.
Version
Author's final manuscript
Abstract
This series of discussions presents commentaries and a rejoinder on the economic perspectives on branding arising from Moorthy.
MIT Department
Sloan School of Management
Terms of Use
Creative Commons Attribution-Noncommercial-Share Alike 3.0
Persistent DSpace Link
DOI of Published Version
https://doi.org/10.1287/mksc.1120.0729
