On brand extension as a signal of product quality

This series of discussions presents commentaries and a rejoinder on the economic perspectives on branding arising from Moorthy.

Bibliographic Details
Main Author:	Wernerfelt, Birger
Other Authors:	Sloan School of Management
Format:	Article
Language:	en_US
Published:	Institute for Operations Research and the Management Sciences (INFORMS) 2013
Online Access:	http://hdl.handle.net/1721.1/76337 https://orcid.org/0000-0003-0009-6236

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