On brand extension as a signal of product quality
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This series of discussions presents commentaries and a rejoinder on the economic perspectives on branding arising from Moorthy.
DepartmentSloan School of Management
Institute for Operations Research and the Management Sciences (INFORMS)
“Commentaries and Reply to ‘Can Brand Extension Signal Product Quality?’ by Sridhar Moorthy.” Marketing Science 31.5 (2012): 771–778.
Author's final manuscript