Can brands circumvent marketing regulations? : exploiting umbrella branding in financial markets
Yan Lu, Debanjan Mitra, David Musto, Sugata Ray
| Year of publication: |
2020
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|---|---|
| Authors: | Lu, Yan ; Mitra, Debanjan ; Musto, David K. ; Ray, Sugata |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 39.2020, 1, p. 71-91
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| Subject: | umbrella branding | advertising regulation | natural experiment | financial services marketing | public policy | Markenführung | Brand management | Finanzdienstleistung | Financial services | Regulierung | Regulation | Markenartikel | Brand | Finanzmarkt | Financial market | Werbebeschränkung | Advertising regulation | Finanzmarktregulierung | Financial market regulation | Markenarchitektur | Brand architecture |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2019.1165 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012183075