Commentaries and Reply to "Can Brand Extension Signal Product Quality?" by Sridhar Moorthy

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Marketing Science, 2012, vol. 31, issue 5, 771-778

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 (search for similar items in EconPapers)
Date: 2012
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