search query: @indexterm BRAND CHOICE / total: 192
reference: 32 / 192
| Author: | Cabral, L. M. B. |
| Title: | Stretching firm and brand reputation |
| Journal: | RAND Journal of Economics
2000 : WINTER, VOL. 31:4, p. 658-673 |
| Index terms: | BRANDS BRAND CHOICE BRAND NAMES CONSUMER BEHAVIOUR BRAND VALUATION |
| Language: | eng |
| Abstract: | Consumers observe the performance of the firm's products, and product performance is positively related to the firm's quality level. If a firm is to launch a new product, should it use the same name as its base product (reputation streching), or should it create a new name? Streching signals high quality. |
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