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

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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].

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  • n/a, 2012. "Commentaries and Reply to "Can Brand Extension Signal Product Quality?" by Sridhar Moorthy," Marketing Science, INFORMS, vol. 31(5), pages 771-778, September.
    • Handle: RePEc:inm:ormksc:v:31:y:2012:i:5:p:771-778
    DOI: 10.1287/mksc.1120.0729
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    1. Philippe Aghion & Drew Fudenberg & Richard Holden & Takashi Kunimoto & Olivier Tercieux, 2012. "Subgame-Perfect Implementation Under Information Perturbations," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 127(4), pages 1843-1881.
    2. Ahluwalia, Rohini & Gurhan-Canli, Zeynep, 2000. "The Effects of Extensions of the Family Brand Name: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(3), pages 371-381, December.
    3. Ujwal Kayande & John H. Roberts & Gary L. Lilien & Duncan K. H. Fong, 2007. "Mapping the Bounds of Incoherence: How Far Can You Go and How Does It Affect Your Brand?," Marketing Science, INFORMS, vol. 26(4), pages 504-513, 07-08.
    4. Birger Wernerfelt, 1988. "Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond," RAND Journal of Economics, The RAND Corporation, vol. 19(3), pages 458-466, Autumn.
    5. Mary W. Sullivan, 1992. "Brand Extensions: When to Use Them," Management Science, INFORMS, vol. 38(6), pages 793-806, June.
    6. Sridhar Moorthy, 2012. "Can Brand Extension Signal Product Quality?," Marketing Science, INFORMS, vol. 31(5), pages 756-770, September.
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