Ma, Judy; Huang, Dongling; Kumar, M.; Strijnev, Andrei - In: Journal of Cultural Economics 39 (2015) 1, pp. 43-64
Movie sequels, a type of brand extension, are prevalent in today’s motion picture industry. Prior literature on brand extensions supports the intuition that attaching established brand names (e.g., titles of box-office hits) to new products decreases advertising costs. We counter this...