On Brand Extension as a Signal of Product Quality: Reply to Keller and Wernerfelt

Authors
Moorthy, Sridhar
Citation
Moorthy, Sridhar, On Brand Extension as a Signal of Product Quality: Reply to Keller and Wernerfelt, Marketing science , 31(5), 2012, pp. 776-778
Journal title
Marketing science → ACNP
ISSN journal
07322399
Volume
31
Issue
5
Year of publication
2012
Pages
776 - 778
Database
ACNP
SICI code