Brand alliances as information about unobservable product quality
By: Akshay R. Rao, Lu Qu, Robert W. Ruekert
Contributors: Qu, Lu; Ruekert, Robert W.; Marketing Science Institute
Series: Report -- no. 97-100; Report (Marketing Science Institute) -- no. 97-100
Publisher: Marketing Science Institute
Published: 1997
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 36
Subjects: Brand choice; Quality of products
Notes: "March 1997."

Includes bibliographical references (p. 33-36)