| 来源类型 | Discussion paper |
| 规范类型 | 论文 |
| 来源ID | DP6614 |
| DP6614 What Makes a Successful Export? | |
| Holger Görg; Richard Kneller; Balázs Muraközy | |
| 发表日期 | 2007-12-20 |
| 出版年 | 2007 |
| 语种 | 英语 |
| 摘要 | 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. |
| 主题 | Industrial Organization |
| 关键词 | Certification Signalling Umbrella branding |
| URL | https://cepr.org/publications/dp6614 |
| 来源智库 | Centre for Economic Policy Research (United Kingdom) |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/535445 |
| 推荐引用方式 GB/T 7714 | Holger Görg,Richard Kneller,Balázs Muraközy. DP6614 What Makes a Successful Export?. 2007. |
| 条目包含的文件 | 条目无相关文件。 | |||||
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