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

Posted: 23 Oct 2012

See all articles by Birger Wernerfelt

Birger Wernerfelt

Massachusetts Institute of Technology (MIT) - Sloan School of Management

Kevin Lane Keller

Dartmouth College - Tuck School of Business

Sridhar Moorthy

University of Toronto - Rotman School of Management

Date Written: 2012

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).

Keywords: brand extension, signaling, product quality, game theory

Suggested Citation

Wernerfelt, Birger and Keller, Kevin Lane and Moorthy, Sridhar, Commentaries and Reply to 'Can Brand Extension Signal Product Quality?' by Sridhar Moorthy (2012). Marketing Science, Vol. 31, No. 5, pp. 771-778, 2012, DOI: 10.1287/mksc.1120.0729; Rotman School of Management Working Paper No. 2162983; Tuck School of Business Working Paper No. 2013-112. Available at SSRN: https://ssrn.com/abstract=2162983

Birger Wernerfelt (Contact Author)

Massachusetts Institute of Technology (MIT) - Sloan School of Management ( email )

100 Main Street
E62-416
Cambridge, MA 02142
United States
617-253-7192 (Phone)
617-258-7597 (Fax)

Kevin Lane Keller

Dartmouth College - Tuck School of Business ( email )

Hanover, NH 03755
United States

Sridhar Moorthy

University of Toronto - Rotman School of Management ( email )

105 St. George Street
Toronto, Ontario M5S 3E6 M5S1S4
Canada

HOME PAGE: http://www.rotman.utoronto.ca/~moorthy

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