The Simple Economics of "Brand-Stretching"

Citations

Cited by:

1. Jeanine Miklós-Thal, 2012. "Linking reputations through umbrella branding," Quantitative Marketing and Economics (QME), Springer, vol. 10(3), pages 335-374, September.
2. George Norman & Lynne Pepall & Daniel Richards, 2005. "Product differentiation, cost‐reducing mergers, and consumer welfare," Canadian Journal of Economics/Revue canadienne d'économique, John Wiley & Sons, vol. 38(4), pages 1204-1223, November.
   • George Norman & Lynne Pepall & Daniel Richards, 2005. "Product differentiation, cost-reducing mergers, and consumer welfare," Canadian Journal of Economics, Canadian Economics Association, vol. 38(4), pages 1204-1223, November.
   • George Norman & Lynne Pepall & Daniel Richards, 2002. "Product Differentiation, Cost-Reducing Mergers, and Consumer Welfare," Discussion Papers Series, Department of Economics, Tufts University 0214, Department of Economics, Tufts University.
3. Lynne M. Pepall, 2002. "The Simple Economics of Brand Stretching," The Journal of Business, University of Chicago Press, vol. 75(3), pages 535-552, July.
   • Lynne Pepall & Dan Richards, 1999. "The Simple Economics of "Brand-Stretching"," Discussion Papers Series, Department of Economics, Tufts University 9905, Department of Economics, Tufts University.
4. Philip G. Gayle & Ying Lin, 2022. "Market effects of new product introduction: Evidence from the brew‐at‐home coffee market," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 31(3), pages 525-557, August.
   • Gayle, Philip & Lin, Ying, 2022. "Market Effects of New Product Introduction: Evidence from the Brew-at-home Coffee Market," MPRA Paper 112124, University Library of Munich, Germany.
5. Milyo, Jeffrey, 2000. "A problem with Euclidean preferences in spatial models of politics," Economics Letters, Elsevier, vol. 66(2), pages 179-182, February.
   • Jeffrey Milyo, 1999. "A Problem with Euclidean Preferences in Spatial Models of Politics," Discussion Papers Series, Department of Economics, Tufts University 9920, Department of Economics, Tufts University.
6. George Norman & Lynne Pepall & Dan Richards, 2016. "Sequential Product Innovation, Competition and Patent Policy," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 48(3), pages 289-306, May.
7. Giovanni B. Ramello, 2006. "What'S In A Sign ? Trademark Law And Economic Theory," Journal of Economic Surveys, Wiley Blackwell, vol. 20(4), pages 547-565, September.
   • Ramello, Giovanni, 2006. "What's in a sign? Trademark law and enconomic theory," POLIS Working Papers 67, Institute of Public Policy and Public Choice - POLIS.
8. 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.
9. 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-.
10. Cuellar, Alison Evans & Gertler, Paul J., 2006. "Strategic integration of hospitals and physicians," Journal of Health Economics, Elsevier, vol. 25(1), pages 1-28, January.
11. Ornella Tarola & Jean Gabszewicz & Didier Laussel, 2011. "To Acquire, or To Compete? An Entry Dilemma," Journal of Industry, Competition and Trade, Springer, vol. 11(4), pages 369-383, December.
    • Jean J. GABSZEWICZ & Didier, LAUSSEL & Ornella, TAROLLA, 2008. "To acquire or to compete ? An entry dilemna," Discussion Papers (ECON - Département des Sciences Economiques) 2008019, Université catholique de Louvain, Département des Sciences Economiques.
    • GABSZEWICZ, Jean & LAUSSEL, Didier & TAROLA, Ornella, 2008. "To acquire, or to compete? An entry dilemna," LIDAM Discussion Papers CORE 2008027, Université catholique de Louvain, Center for Operations Research and Econometrics (CORE).
    • Jean Gabszewicz & Didier Laussel & Ornella Tarola, 2010. "To acquire, or to compete? An entry dilemma," Working Papers 4/10, Sapienza University of Rome, DISS.
12. Sridhar Moorthy, 2012. "Can Brand Extension Signal Product Quality?," Marketing Science, INFORMS, vol. 31(5), pages 756-770, September.
13. Miklos-Thal, Jeanine, 2008. "Linking Reputations: The Signaling and Feedback Effects of Umbrella Branding," MPRA Paper 11045, University Library of Munich, Germany.
14. 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," 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, 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, 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.
15. Etro, Federico, 2016. "Research in economics and industrial organization," Research in Economics, Elsevier, vol. 70(4), pages 511-517.
16. 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.
17. Wipo, 2013. "World Intellectual Property Report 2013 - Brands: Reputation and Image in the Global Marketplace," WIPO Economics & Statistics Series, World Intellectual Property Organization - Economics and Statistics Division, number 2013:944, April.
18. Sands, Sean & Oppewal, Harmen & Beverland, Michael, 2009. "The effects of in-store themed events on consumer store choice decisions," Journal of Retailing and Consumer Services, Elsevier, vol. 16(5), pages 386-395.
19. Lynne Pepall & Daniel Richards & John Straub & Michael DeBartolo, 2006. "Competition and Civic Engagement in the Religious Marketplace," Discussion Papers Series, Department of Economics, Tufts University 0603, Department of Economics, Tufts University.
20. George Norman & Lynne Pepall & Dan Richards, 2014. "Sequential Product Innovation, Competition and Patent Policy," Discussion Papers Series, Department of Economics, Tufts University 0786, Department of Economics, Tufts University.
21. Dan Richards & Puqing Sheng, 2009. "Foreign Fast Seconds and Market Contestability in Emergin Economies: Implications for Domestic Welfare," Discussion Papers Series, Department of Economics, Tufts University 0730, Department of Economics, Tufts University.
22. Luigi Luini & Andrea Mangani, 2004. "Trademarks, Product Variety, and Economic Activity in Italy and Europe," Department of Economics University of Siena 422, Department of Economics, University of Siena.
23. Rajagopal, 2006. "Influence of Advertising Variability, Brand Extension Effects, Brand Name, Variety Seeking Behavior and Customer Value on Buying Decisions: A Multi-experiment Analysis," Marketing Working Papers 2006-01-MKT, Tecnológico de Monterrey, Campus Ciudad de México.
24. Giovanni B. Ramello, 2008. "Semiotica, diritti e mercato. Economia del marchio nel terzo millennio," ECONOMIA E POLITICA INDUSTRIALE, FrancoAngeli Editore, vol. 2008(1), pages 107-125.
    • Ramello, Giovanni B., 2008. "Semiotica, diritto e mercato. Economia del marchio nel terzo millenio," POLIS Working Papers 102, Institute of Public Policy and Public Choice - POLIS.
25. Norman George & Pepall Lynne & Richards Daniel J, 2008. "Entrepreneurial First Movers, Brand-Name Fast Seconds, and the Evolution of Market Structure," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 8(1), pages 1-26, October.
26. Carsten Fink & Christian Helmers & Carlos Ponce, 2014. "Trademarks Squatters: Evidence from Chile," WIPO Economic Research Working Papers 22, World Intellectual Property Organization - Economics and Statistics Division.
27. Zheyin (Jane) Gu & Ying Xie, 2013. "Facilitating Fit Revelation in the Competitive Market," Management Science, INFORMS, vol. 59(5), pages 1196-1212, May.
28. Nasirov, Shukhrat, 2020. "Trademark value indicators: Evidence from the trademark protection lifecycle in the U.S. pharmaceutical industry," Research Policy, Elsevier, vol. 49(4).
29. Matteo Migheli & Giovanni B. Ramello, 2021. "The unbearable lightness of scientometric indices," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(8), pages 1933-1944, December.
30. Andreas Herrmann & René Befurt & Mark Heitmann & Hans Berger, 2007. "Alles für die Marke? Produktdesign im Konflikt zwischen einer markenkonformen und einer eigenständigen Produktliniengestaltung," Schmalenbach Journal of Business Research, Springer, vol. 59(8), pages 1055-1079, December.
31. Pierre Polzin & José Borges & António Coelho, 2016. "A decision support method to identify target geographic markets for health care providers," Papers in Regional Science, Wiley Blackwell, vol. 95(4), pages 843-863, November.
32. Tsai, Jeng-Yan & Chang, Chuen-Ping, 2012. "Call-pricing equity returns and default risks of entry mode with brand perception in retail banking," International Review of Economics & Finance, Elsevier, vol. 21(1), pages 29-41.