The importance of reciprocal spillover effects for the valuation of bestseller brands : introducing and testing a contingency model
Ann-Kristin Knapp; Thorsten Hennig-Thurau; Juliane Mathys
| Year of publication: |
2014
|
|---|---|
| Authors: | Kupfer, Ann-Kristin ; Hennig-Thurau, Thorsten ; Mathys, Juliane |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 42.2014, 2, p. 205-221
|
| Subject: | Brand extension | Reciprocal spillover effect | Entertainment | Bestsellers | Motion pictures | Spillover-Effekt | Spillover effect | Markentransfer | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Theorie | Theory |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010345183