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Umbrella Branding and the Provision of Quality · Study

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PreprintUmbrella Branding and the Provision of Quality

Martin Peitz2005

OA

Preprintgreen2005

Umbrella Branding and the Provision of Quality

Martin Peitz · Hendrik Hakenes

26 citations·0/0 files stored·SSRN Electronic Journal

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Consumer Market Behavior and Pricing Merger and Competition Analysis Consumer Behavior in Brand Consumption and Identification

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References

1981The Role of Market Forces in Assuring Contractual Performance 1990Consumer Evaluations of Brand Extensions 1986Price and Advertising Signals of Product Quality 1986On the Strategic Stability of Equilibria 1998An Empirical Analysis of Umbrella Branding 1999What's in a Name? Reputation as a Tradeable Asset 2003Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions 1994To Extend or Not to Extend: Success Determinants of Line Extensions

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2016Does umbrella branding really work? Investigating cross-category brand loyalty

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2007Umbrella branding and the provision of qualityarticle · 14 shared references 2012Linking reputations through umbrella brandingarticle · 11 shared references 2018The Economics of Brands and Brandingchapter · 8 shared references 2016Does umbrella branding really work? Investigating cross-category brand loyaltyarticle · 6 shared references 2012Can Brand Extension Signal Product Quality?article · 5 shared references 2010Feedback effects of brand extensions on the brand image of global brands: a comparison between Spain and Norwayarticle · 5 shared references

Details

Year2005

Typepreprint

Published2005-01-01

VenueSSRN Electronic Journal

ISSN-L1556-5068

Languageen

Citations26

Files0 public / 0

ShelfConsumer Market Behavior and Pricing

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doi10.2139/ssrn.646082

openalex_workW1979122579

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