Commentaries and Reply to “Can Brand Extension Signal Product Quality?” by Sridhar Moorthy
Marketing Science · 2012 · Volume 31 · Issue 5
Abstract
This series of discussions presents commentaries and a rejoinder on the economic perspectives on branding arising from Moorthy [Moorthy S (2012) Can brand extension signal product quality? Marketing Sci. 31(5):756–770].
Keywords
brand extension, signaling, product quality, game theory
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