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Marketing - Co-Branding


A Leverage Theory of Reputation Building with Co-Branding: Complementarity in Reputation Building. The authors show that under certain conditions, co-branding that links unknown firms in a new sector with established firms in a mature sector allows the unknown firms to signal a high product quality and establish their own reputation. They compare this situation with a benchmark in which both sectors are new and firms signal their quality only with prices. They investigate how this comparison is affected by the nature of the technology linking the two sectors and a cross-sector inference problem that consumers might face in identifying the true cause of product failure.  2007. Site with abstract - pdf-file available for download






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Status: 05. Januar 2010