Commentaries and Reply to 'Can Brand Extension Signal Product Quality?' by Sridhar Moorthy
Posted: 23 Oct 2012
Date Written: 2012
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: Suggested Citation