Miklos-Thal, Jeanine (2008): Linking Reputations through Umbrella Branding.
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This paper develops a theory of umbrella branding as a way to link the reputations of otherwise unrelated products. My analysis predicts that umbrella branding can credibly signal positive correlation between the qualities of the included products to consumers, but cannot certify high quality or signal negative quality correlation. Moreover, whenever umbrella branding signals perfect positive quality correlation, firms that already sell a high (low) quality product have stronger (weaker) incentives to invest in developing another high quality product than new entrants.
|Item Type:||MPRA Paper|
|Original Title:||Linking Reputations through Umbrella Branding|
|Keywords:||reputation, umbrella branding, brand extensions, signaling|
|Subjects:||M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising > M31 - Marketing
L - Industrial Organization > L1 - Market Structure, Firm Strategy, and Market Performance > L15 - Information and Product Quality; Standardization and Compatibility
|Depositing User:||Jeanine Miklós-Thal|
|Date Deposited:||19. Nov 2010 16:42|
|Last Modified:||20. Feb 2013 15:51|
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Available Versions of this Item
Linking Reputations: The Signaling and Feedback Effects of Umbrella Branding. (deposited 12. Oct 2008 11:08)
- Linking Reputations through Umbrella Branding. (deposited 19. Nov 2010 16:42) [Currently Displayed]