Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/18736
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dc.contributor.authorHakenes, Hendriken_US
dc.contributor.authorPeitz, Martinen_US
dc.date.accessioned2009-01-28T15:52:31Z-
dc.date.available2009-01-28T15:52:31Z-
dc.date.issued2004en_US
dc.identifier.urihttp://hdl.handle.net/10419/18736-
dc.description.abstractConsider a two-product firm that decides on the quality of each product. Product quality isunknown to consumers. If the firm sells both products under the same brand name, consumersadjust their beliefs about quality subject to the performance of both products. We show that ifthe probability that low quality will be detected is in an intermediate range, the firm produceshigh quality under umbrella branding whereas it would sell low quality in the absence ofumbrella branding. Hence, umbrella branding mitigates the moral hazard problem. We alsofind that umbrella branding survives in asymmetric markets and that even unprofitableproducts may be used to stabilize the umbrella brand. However, umbrella branding does notnecessarily imply high quality; the firm may choose low-quality products with positiveprobability.en_US
dc.language.isoengen_US
dc.publisher|aCenter for Economic Studies and Ifo Institute (CESifo) |cMunichen_US
dc.relation.ispartofseries|aCESifo Working Paper |x1373en_US
dc.subject.jelD82en_US
dc.subject.jelL14en_US
dc.subject.jelM37en_US
dc.subject.jelL15en_US
dc.subject.ddc330en_US
dc.subject.keywordumbrella brandingen_US
dc.subject.keywordreputation transferen_US
dc.subject.keywordsignalingen_US
dc.subject.keywordexperience goodsen_US
dc.subject.stwAbsatzkooperationen_US
dc.subject.stwProduktqualitäten_US
dc.subject.stwMarkenartikelen_US
dc.subject.stwProduktimageen_US
dc.subject.stwSignallingen_US
dc.subject.stwAsymmetrische Informationen_US
dc.subject.stwMoral Hazarden_US
dc.titleUmbrella branding and the provision of qualityen_US
dc.typeWorking Paperen_US
dc.identifier.ppn477512615en_US
dc.rightshttp://www.econstor.eu/dspace/Nutzungsbedingungen-

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