Marketing Science 2012

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

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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].

DOI

10.1287/mksc.1120.0729

Sources

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APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓