| 来源类型 | Working Paper |
| 规范类型 | 报告 |
| DOI | 10.3386/w15635 |
| 来源ID | Working Paper 15635 |
| Quality Provision, Expected Firm Altruism and Brand Extensions | |
| Julio J. Rotemberg | |
| 发表日期 | 2010-01-07 |
| 出版年 | 2010 |
| 语种 | 英语 |
| 摘要 | This paper studies quality choice in a model where consumers expect firms (or brands) to act altruistically. Under plausible assumptions regarding this altruism and the reaction of consumers to firms that demonstrate insufficient altruism, existing brands can face a larger demand for new products than new entrants. Moreover, the failure of new products can reduce the demand for a brand's existing products even if the quality of these existing products is well understood by consumers. The model provides an interpretation for the dependence of the success of brand extensions on the ``fit" between the original product and the extension. The model can also explain why a ``high-end" brand that is expected to care only for its most quality sensitive customers can have an advantage in introducing a product relative to a brand that is expected to be more widely altruistic. |
| 主题 | Microeconomics ; Welfare and Collective Choice ; Industrial Organization ; Market Structure and Firm Performance ; Firm Behavior |
| URL | https://www.nber.org/papers/w15635 |
| 来源智库 | National Bureau of Economic Research (United States) |
| 引用统计 | |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/573310 |
| 推荐引用方式 GB/T 7714 | Julio J. Rotemberg. Quality Provision, Expected Firm Altruism and Brand Extensions. 2010. |
| 条目包含的文件 | ||||||
| 文件名称/大小 | 资源类型 | 版本类型 | 开放类型 | 使用许可 | ||
| w15635.pdf（258KB） | 智库出版物 | 限制开放 | CC BY-NC-SA | 浏览 | ||
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