Deutsch
 
Benutzerhandbuch Datenschutzhinweis Impressum Kontakt
  DetailsucheBrowse

Datensatz

DATENSATZ AKTIONENEXPORT

Freigegeben

Forschungspapier

Umbrella Branding and External Certification

MPG-Autoren
/persons/resource/persons183127

Hakenes,  Hendrik
Max Planck Institute for Research on Collective Goods, Max Planck Society;

Externe Ressourcen
Volltexte (frei zugänglich)
Es sind keine frei zugänglichen Volltexte verfügbar
Ergänzendes Material (frei zugänglich)
Es sind keine frei zugänglichen Ergänzenden Materialien verfügbar
Zitation

Hakenes, H., & Peitz, M. (2008). Umbrella Branding and External Certification.


Zitierlink: http://hdl.handle.net/11858/00-001M-0000-0028-6E4C-5
Zusammenfassung
In a market environment with random detection of product quality, a firm can employ umbrella branding as a strategy to convince consumers of the high quality of its products. Alternatively, a firm can rely on external certification of the quality of one or both of its products. We characterize equilibria in which umbrella branding fully or partially substitutes for external certification. We also show that the potential to signal quality is improved if consumers condition their beliefs on the source of information, namely whether information comes from external certification or from random detection.