haku: @author Cabral, L. M. B. / yhteensä: 3
viite: 3 / 3
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| Tekijä: | Cabral, L. M. B. |
| Otsikko: | Stretching firm and brand reputation |
| Lehti: | RAND Journal of Economics
2000 : WINTER, VOL. 31:4, p. 658-673 |
| Asiasana: | BRANDS BRAND CHOICE BRAND NAMES CONSUMER BEHAVIOUR BRAND VALUATION |
| Kieli: | eng |
| Tiivistelmä: | 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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