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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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  • Sappington, David E M & Wernerfelt, Birger, 1985. "To Brand or Not to Brand? A Theoretical and Empirical Question," The Journal of Business, University of Chicago Press, vol. 58(3), pages 279-293, July.
  • Handle: RePEc:ucp:jnlbus:v:58:y:1985:i:3:p:279-93
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    Citations

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    Cited by:

    1. Jeanine Miklós-Thal, 2012. "Linking reputations through umbrella branding," Quantitative Marketing and Economics (QME), Springer, vol. 10(3), pages 335-374, September.
    2. Baye, Michael R. & De los Santos, Babur & Wildenbeest, Matthijs R., 2016. "What’s in a name? Measuring prominence and its impact on organic traffic from search engines," Information Economics and Policy, Elsevier, vol. 34(C), pages 44-57.
    3. 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.
    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. Sridhar Moorthy, 2012. "Can Brand Extension Signal Product Quality?," Marketing Science, INFORMS, vol. 31(5), pages 756-770, September.
    6. Miklos-Thal, Jeanine, 2008. "Linking Reputations: The Signaling and Feedback Effects of Umbrella Branding," MPRA Paper 11045, University Library of Munich, Germany.
    7. Thomas, Louis A., 1999. "Incumbent firms' response to entry: Price, advertising, and new product introduction," International Journal of Industrial Organization, Elsevier, vol. 17(4), pages 527-555, May.
    8. 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.
    9. 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.

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