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To Brand or Not to Brand? A Theoretical and Empirical Question

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  • Sappington, David E M
  • Wernerfelt, Birger

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Bibliographic Info

Article provided by University of Chicago Press in its journal Journal of Business.

Volume (Year): 58 (1985)
Issue (Month): 3 (July)
Pages: 279-93

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Handle: RePEc:ucp:jnlbus:v:58:y:1985:i:3:p:279-93

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Web page: http://www.journals.uchicago.edu/JB/

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Cited by:
  1. Miklos-Thal, Jeanine, 2008. "Linking Reputations: The Signaling and Feedback Effects of Umbrella Branding," MPRA Paper 11045, University Library of Munich, Germany.
  2. Luigi Luini & Andrea Mangani, 2004. "Trademarks, Product Variety, and Economic Activity in Italy and Europe," Department of Economics University of Siena 422, Department of Economics, University of Siena.
  3. Birger Wemerfelt, 1986. "Umbrella Branding as a Signal of New Product Quality: An Example of Reputational Economies of Scope," Discussion Papers 715, Northwestern University, Center for Mathematical Studies in Economics and Management Science.
  4. Luis M. B. Cabral, 2001. "Optimal Brand Umbrella Size," Working Papers 01-06, New York University, Leonard N. Stern School of Business, Department of Economics.
  5. Michael R. Baye & Babur De los Santos & Matthijs R. Wildenbeest, 2012. "What's in a Name? Measuring Prominence, and its Impact on Organic Traffic from Search Engines," Working Papers 2012-09, Indiana University, Kelley School of Business, Department of Business Economics and Public Policy.
  6. Cabral, Luís M.B., 2009. "Umbrella branding with imperfect observability and moral hazard," International Journal of Industrial Organization, Elsevier, vol. 27(2), pages 206-213, March.
  7. Jeanine Miklós-Thal, 2012. "Linking reputations through umbrella branding," Quantitative Marketing and Economics, Springer, vol. 10(3), pages 335-374, September.

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