Commentaries and reply to "can brand extension signal product quality?" by Sridhar Moorthy
Birger Wernerfelt; Kevin Lane Keller; Sridhar Moorthy
| Year of publication: |
2012
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|---|---|
| Authors: | Wernerfelt, Birger ; Keller, Kevin Lane ; Moorthy, Sridhar |
| Other Persons: | Moorthy, Sridhar (reviewed) |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 31.2012, 5, p. 771-778
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| Subject: | brand extension | signaling | product quality | game theory | Produktqualität | Product quality | Markentransfer | Brand extension | Spieltheorie | Game theory | Signalling | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009665101