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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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