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Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond

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  1. Luís Almeida Costa & Luís Vasconcelos, 2010. "Share the Fame or Share the Blame? The Reputational Implications of Partnerships," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 19(2), pages 259-301, June.
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  44. Eric B. Rasmusen, 2016. "Leveraging of Reputation through Umbrella Branding: The Implications for Market Structure," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 25(2), pages 261-273, April.
  45. Fabrice Larceneux & Florence Benoît-Moreau & Valérie Renaudin, 2012. "Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects," Post-Print hal-00656485, HAL.
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  47. Luís Cabral, 2019. "Some economics of the movie industry," The Japanese Economic Review, Japanese Economic Association, vol. 70(3), pages 298-307, September.
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  49. Zvika Neeman & Aniko Öry & Jungju Yu, 2019. "The benefit of collective reputation," RAND Journal of Economics, RAND Corporation, vol. 50(4), pages 787-821, December.
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  53. Hakenes, Hendrik & Peitz, Martin, 2008. "Umbrella branding and the provision of quality," International Journal of Industrial Organization, Elsevier, vol. 26(2), pages 546-556, March.
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