The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond
Abstract
I present a signalling model in which a multiproduct firm can use its reputation as a bond for quality by using a brand name for an established product when it introduces a new experience good. As out-of-equilibrium beliefs are specified, a false signal may be taken to imply that both the established and the new product are of low quality. In contrast, the absence of a signal leaves open the possibility that one of the two products is of high quality. Hence, the signal can be credible without excessive sunk costs, as long as the bond posted is sufficiently large.
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Citations
Cites
The Role of Market Forces in Assuring Contractual Performance
Klein, B., & Leffler, K. B. (1981) · Journal of Political Economy · doi:10.1086/260996 · Cited by 3,653
Cited by
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Brynjolfsson, E., & Smith, M. D. (2000) · Management Science · doi:10.1287/mnsc.46.4.563.12061 · Cited by 2,498
How country characteristics affect the perceived value of Web sites
Steenkamp, J.-B. E. M., & Geyskens, I. (2006) · Journal of Marketing · doi:10.1509/jmkg.70.3.136 · Cited by 465
Seven Barriers to Customer Equity Management
Bell, D., Deighton, J., Reinartz, W. J., Rust, R. T., & Swartz, G. (2002) · Journal of Service Research · doi:10.1177/1094670502005001008 · Cited by 174
Metadata
- Authors
- Wernerfelt, B.
- Venue
- The RAND Journal of Economics
- Publisher
- Wiley
- Published
- 1988
- Volume
- 19
- Issue
- 3
- Pages
- 458
- ISSN
- 0741-6261 (ISSN-L)
- OpenAlex
- W2042124431
- Cited by
- 796
- References
- 1
- FWCI
- 12.04
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
