On brand extension as a signal of product quality

Wernerfelt, Birger

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Creative Commons Attribution-Noncommercial-Share Alike 3.0 http://creativecommons.org/licenses/by-nc-sa/3.0/

This series of discussions presents commentaries and a rejoinder on the economic perspectives on branding arising from Moorthy.

2012-09

Sloan School of Management

Marketing Science

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.

Version: Author's final manuscript

0732-2399

1526-548X

DSpace@MIT