Leveraging of Reputation through Umbrella Branding: The Implications for Market Structure
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DOI: 10.1111/jems.12145
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References listed on IDEAS
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Citations
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Cited by:
- Nadja Silberhorn & Yasemin Boztuğ & Lutz Hildebrandt, 2017. "Does umbrella branding really work? Investigating cross-category brand loyalty," Journal of Business Economics, Springer, vol. 87(3), pages 397-420, April.
- E. Bacchiega & M. Colucci & M. Magnani, 2019. "What goes around, comes around: Reciprocal effects and double-sided moral hazard in the choice of brand licensing," Working Papers wp1136, Dipartimento Scienze Economiche, Universita' di Bologna.
- Dieter Pennerstorfer & Christoph Weiss & Andreas Huber, 2019. "Experts, Reputation and Umbrella Effects: Empirical Evidence from Wine Prices," Economics working papers 2019-08, Department of Economics, Johannes Kepler University Linz, Austria.
- Klerman, Daniel & de Figueiredo, Miguel F.P., 2021. "Reputational economies of scale," International Review of Law and Economics, Elsevier, vol. 65(C).
- J.-P. Niinimäki, 2023. "Experience Goods, Umbrella Branding, and Reputation," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 62(1), pages 33-44, February.
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