Hakenes, Hendrik; Peitz, Martin - Volkswirtschaftliche Fakultät, … - 2006
firm produces high quality under umbrella branding whereas it would sell low quality in the absence of umbrella branding …. Hence, umbrella branding mitigates the moral hazard problem. We also find that umbrella branding survives in asymmetric … markets and that even unprofitable products may be used to stabilize the umbrella brand. However, umbrella branding does not …