What goes around, comes around: Reciprocal effects and double-sided moral hazard in the choice of brand licensing
Author
Abstract
Suggested Citation
Download full text from publisher
References listed on IDEAS
- A. Buratto & G. Zaccour, 2009. "Coordination of Advertising Strategies in a Fashion Licensing Contract," Journal of Optimization Theory and Applications, Springer, vol. 142(1), pages 31-53, July.
- Luis M.B. Cabral, 2000.
"Stretching Firm and Brand Reputation,"
RAND Journal of Economics, The RAND Corporation, vol. 31(4), pages 658-673, Winter.
- Luis Cabral, 2000. "Stretching Firm and Brand Reputation," Working Papers 00-07, New York University, Leonard N. Stern School of Business, Department of Economics.
- Cabral, L.M.B., 2000. "Stretching Firm and Brand Reputation," New York University, Leonard N. Stern School Finance Department Working Paper Seires 00-07, New York University, Leonard N. Stern School of Business-.
- Paul W. Miniard & Rama K. Jayanti & Cecilia M. O. Alvarez & Peter R. Dickson, 2018. "What brand extensions need to fully benefit from their parental heritage," Journal of the Academy of Marketing Science, Springer, vol. 46(5), pages 948-963, September.
- Eric B. Rasmusen, 2016. "Leveraging of Reputation through Umbrella Branding: The Implications for Market Structure," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 25(2), pages 261-273, April.
- Jeanine Miklós-Thal, 2012. "Linking reputations through umbrella branding," Quantitative Marketing and Economics (QME), Springer, vol. 10(3), pages 335-374, September.
- Ahluwalia, Rohini & Gurhan-Canli, Zeynep, 2000. "The Effects of Extensions of the Family Brand Name: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(3), pages 371-381, December.
- Hernandez-Murillo, Ruben & Llobet, Gerard, 2006.
"Patent licensing revisited: Heterogeneous firms and product differentiation,"
International Journal of Industrial Organization, Elsevier, vol. 24(1), pages 149-175, January.
- Rubén Hernández-Murillo & Gerard Llobet, 2003. "Patent Licensing Revisited: Heterogeneous Firms and Product Differentiation," Working Papers wp2003_0301, CEMFI.
- Ruben Hernandez-Murillo & Gerard Llobet, 2004. "Patent licensing revisited: heterogeneous firms and product differentiation," Working Papers 2002-031, Federal Reserve Bank of St. Louis.
- Francine Lafontaine, 1992. "Agency Theory and Franchising: Some Empirical Results," RAND Journal of Economics, The RAND Corporation, vol. 23(2), pages 263-283, Summer.
- Martínez Salinas, Eva & Pina Pérez, José Miguel, 2009. "Modeling the brand extensions' influence on brand image," Journal of Business Research, Elsevier, vol. 62(1), pages 50-60, January.
- Hakenes, Hendrik & Peitz, Martin, 2008.
"Umbrella branding and the provision of quality,"
International Journal of Industrial Organization, Elsevier, vol. 26(2), pages 546-556, March.
- Hakenes, Hendrik & Peitz, Martin, 2004. "Umbrella Branding and the Provision of Quality," Sonderforschungsbereich 504 Publications 04-51, Sonderforschungsbereich 504, Universität Mannheim;Sonderforschungsbereich 504, University of Mannheim.
- Hakenes, Hendrik & Peitz, Martin, 2004. "Umbrella branding and the provision of quality," Papers 04-51, Sonderforschungsbreich 504.
- Hendrik Hakenes & Martin Peitz, 2004. "Umbrella Branding and the Provision of Quality," CESifo Working Paper Series 1373, CESifo.
- Hakenes, Hendrik & Peitz, Martin, 2006. "Umbrella Branding and the Provision of Quality," Discussion Paper Series of SFB/TR 15 Governance and the Efficiency of Economic Systems 132, Free University of Berlin, Humboldt University of Berlin, University of Bonn, University of Mannheim, University of Munich.
- Pnevmatikos, Nikolaos & Vardar, Baris & Zaccour, Georges, 2018. "When should a retailer invest in brand advertising?," European Journal of Operational Research, Elsevier, vol. 267(2), pages 754-764.
- Sugato Bhattacharyya & Francine Lafontaine, 1995. "Double-Sided Moral Hazard and the Nature of Share Contracts," RAND Journal of Economics, The RAND Corporation, vol. 26(4), pages 761-781, Winter.
- Tauman, Yair & Zhao, Chang, 2018.
"Patent licensing, entry and the incentive to innovate,"
International Journal of Industrial Organization, Elsevier, vol. 56(C), pages 229-276.
- Yair Tauman & Chang Zhao, 2017. "Patent Licensing, Entry and the Incentive to Innovate," Department of Economics Working Papers 17-05, Stony Brook University, Department of Economics.
- Cabral, Luís M.B., 2009. "Umbrella branding with imperfect observability and moral hazard," International Journal of Industrial Organization, Elsevier, vol. 27(2), pages 206-213, March.
- Colucci, Mariachiara & Montaguti, Elisa & Lago, Umberto, 2008. "Managing brand extension via licensing: An investigation into the high-end fashion industry," International Journal of Research in Marketing, Elsevier, vol. 25(2), pages 129-137.
- Géraldine Michel & Naveen Donthu, 2014. "Why negative brand extension evaluations do not always negatively affect the brand: The role of central and peripheral brand associations," Post-Print halshs-01898203, HAL.
- Birger Wernerfelt, 1988. "Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond," RAND Journal of Economics, The RAND Corporation, vol. 19(3), pages 458-466, Autumn.
- Adina Bărbulescu Robinson & Kapil R. Tuli & Ajay K. Kohli, 2015. "Does Brand Licensing Increase a Licensor's Shareholder Value?," Management Science, INFORMS, vol. 61(6), pages 1436-1455, June.
- Michel, Géraldine & Donthu, Naveen, 2014. "Why negative brand extension evaluations do not always negatively affect the brand: The role of central and peripheral brand associations," Journal of Business Research, Elsevier, vol. 67(12), pages 2611-2619.
- Pina, José M. & Dall'Olmo Riley, Francesca & Lomax, Wendy, 2013. "Generalizing spillover effects of goods and service brand extensions: A meta-analysis approach," Journal of Business Research, Elsevier, vol. 66(9), pages 1411-1419.
- Choi, Jay Pil, 2001.
"Technology transfer with moral hazard,"
International Journal of Industrial Organization, Elsevier, vol. 19(1-2), pages 249-266, January.
- Choi, Jay Pil, 1996. "Technology Transfer with Moral Hazard," Economics Series 22, Institute for Advanced Studies.
- Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
- Gérard P. Cachon & Martin A. Lariviere, 2005. "Supply Chain Coordination with Revenue-Sharing Contracts: Strengths and Limitations," Management Science, INFORMS, vol. 51(1), pages 30-44, January.
- Sridhar Moorthy, 2012. "Can Brand Extension Signal Product Quality?," Marketing Science, INFORMS, vol. 31(5), pages 756-770, September.
- Sandor Czellar, 2003. "Consumer attitude toward brand extensions : An Integrative Model and Research Propositions," Post-Print hal-00480357, HAL.
Most related items
These are the items that most often cite the same works as this one and are cited by the same works as this one.- Jungju Yu, 2021. "A Model of Brand Architecture Choice: A House of Brands vs. A Branded House," Marketing Science, INFORMS, vol. 40(1), pages 147-167, January.
- Sridhar Moorthy, 2012. "Can Brand Extension Signal Product Quality?," Marketing Science, INFORMS, vol. 31(5), pages 756-770, September.
- Zvika Neeman & Aniko Öry & Jungju Yu, 2019.
"The benefit of collective reputation,"
RAND Journal of Economics, RAND Corporation, vol. 50(4), pages 787-821, December.
- Zvika Neemam & Aniko Ory & Jungju Yu, 2016. "The Benefit of Collective Reputation," Cowles Foundation Discussion Papers 2068, Cowles Foundation for Research in Economics, Yale University.
- Zvika Neemam & Aniko Ory & Jungju Yu, 2016. "The Benefit of Collective Reputation," Cowles Foundation Discussion Papers 2068, Cowles Foundation for Research in Economics, Yale University, revised Apr 2018.
- Fishman, Arthur & Finkelstein, Israel & Simhon, Avi & Yacouel, Nira, 2018. "Collective brands," International Journal of Industrial Organization, Elsevier, vol. 59(C), pages 316-339.
- Eric Rasmusen, 2011. "Leveraging of Reputation Through Umbrella Branding with and Without Market Power," Working Papers 2011-07, Indiana University, Kelley School of Business, Department of Business Economics and Public Policy.
- Chang Joseph W. & White D. Steven, 2017. "The adverse effects of inferior innovations," Management & Marketing, Sciendo, vol. 12(3), pages 361-375, September.
- Jeanine Miklós-Thal, 2012. "Linking reputations through umbrella branding," Quantitative Marketing and Economics (QME), Springer, vol. 10(3), pages 335-374, September.
- Ulrich, Isabelle & Azar, Salim L. & Aimé, Isabelle, 2020. "Stay close but not too close: The role of similarity in the cross-gender extension of patronymic brands," Journal of Business Research, Elsevier, vol. 120(C), pages 157-174.
- Wilfred Amaldoss & Sanjay Jain, 2015. "Branding Conspicuous Goods: An Analysis of the Effects of Social Influence and Competition," Management Science, INFORMS, vol. 61(9), pages 2064-2079, September.
- Nadja Silberhorn & Yasemin Boztuğ & Lutz Hildebrandt, 2017. "Does umbrella branding really work? Investigating cross-category brand loyalty," Journal of Business Economics, Springer, vol. 87(3), pages 397-420, April.
- Falana, Wuraola Oluwabukola & Aspara, Jaakko & Frösén, Johanna, 2024. "The impact of Janus fit brand extensions on perceived brand innovativeness," Journal of Business Research, Elsevier, vol. 179(C).
- Anja Plumeyer & Pascal Kottemann & Daniel Böger & Reinhold Decker, 2019. "Measuring brand image: a systematic review, practical guidance, and future research directions," Review of Managerial Science, Springer, vol. 13(2), pages 227-265, April.
- Miklos-Thal, Jeanine, 2008. "Linking Reputations: The Signaling and Feedback Effects of Umbrella Branding," MPRA Paper 11045, University Library of Munich, Germany.
- Yuen, Tsunwai Wesley & Nieroda, Marzena & He, Hongwei & Park, Yunseul, 2021. "Can dissimilarity in product category be an opportunity for cross-gender brand extension?," Journal of Business Research, Elsevier, vol. 135(C), pages 348-357.
- Pourazad, Naser & Stocchi, Lara & Pare, Vipul, 2019. "Brand attribute associations, emotional consumer-brand relationship and evaluation of brand extensions," Australasian marketing journal, Elsevier, vol. 27(4), pages 249-260.
- Miniard, Paul W. & Alvarez, Cecilia M.O. & Mohammed, Shazad M., 2020. "Consumer acceptance of brand extensions: Is parental fit preeminent?," Journal of Business Research, Elsevier, vol. 118(C), pages 335-345.
- J.-P. Niinimäki, 2023. "Experience Goods, Umbrella Branding, and Reputation," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 62(1), pages 33-44, February.
- Pedro Mendi, 2005.
"The Structure of Payments in Technology Transfer Contracts: Evidence from Spain,"
Journal of Economics & Management Strategy, Wiley Blackwell, vol. 14(2), pages 403-429, June.
- Pedro Mendi, 2003. "The Structure of Payments in Technology Transfer Contracts: Evidence from Spain," Faculty Working Papers 05/03, School of Economics and Business Administration, University of Navarra.
- Dimitriu, Radu & Warlop, Luk, 2022. "Is similarity a constraint for service-to-service brand extensions?," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1019-1041.
- Dwivedi, Abhishek & Merrilees, Bill, 2013. "Retail brand extensions: Unpacking the link between brand extension attitude and change in parent brand equity," Australasian marketing journal, Elsevier, vol. 21(2), pages 75-84.
More about this item
JEL classification:
- L12 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Monopoly; Monopolization Strategies
- L24 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Contracting Out; Joint Ventures
NEP fields
This paper has been announced in the following NEP Reports:- NEP-CTA-2019-10-28 (Contract Theory and Applications)
- NEP-IND-2019-10-28 (Industrial Organization)
- NEP-IPR-2019-10-28 (Intellectual Property Rights)
- NEP-ORE-2019-10-28 (Operations Research)
Statistics
Access and download statisticsCorrections
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bol:bodewp:wp1136. See general information about how to correct material in RePEc.
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dipartimento Scienze Economiche, Universita' di Bologna (email available below). General contact details of provider: https://edirc.repec.org/data/sebolit.html .
Please note that corrections may take a couple of weeks to filter through the various RePEc services.