Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/18736 
Kompletter Metadatensatz
Erscheint in der Sammlung:
DublinCore-FeldWertSprache
dc.contributor.authorHakenes, Hendriken
dc.contributor.authorPeitz, Martinen
dc.date.accessioned2009-01-28T15:52:31Z-
dc.date.available2009-01-28T15:52:31Z-
dc.date.issued2004-
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
dc.language.isoengen
dc.publisher|aCenter for Economic Studies and ifo Institute (CESifo) |cMunichen
dc.relation.ispartofseries|aCESifo Working Paper |x1373en
dc.subject.jelD82en
dc.subject.jelL14en
dc.subject.jelM37en
dc.subject.jelL15en
dc.subject.ddc330en
dc.subject.keywordumbrella brandingen
dc.subject.keywordreputation transferen
dc.subject.keywordsignalingen
dc.subject.keywordexperience goodsen
dc.subject.stwAbsatzkooperationen
dc.subject.stwProduktqualitäten
dc.subject.stwMarkenartikelen
dc.subject.stwProduktimageen
dc.subject.stwSignallingen
dc.subject.stwAsymmetrische Informationen
dc.subject.stwMoral Hazarden
dc.titleUmbrella branding and the provision of quality-
dc.typeWorking Paperen
dc.identifier.ppn477512615en
dc.rightshttp://www.econstor.eu/dspace/Nutzungsbedingungenen

Datei(en):
Datei
Größe
330.96 kB





Publikationen in EconStor sind urheberrechtlich geschützt.