The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Measuring Image Spillovers in Umbrella-Branded Products
Abstract
Umbrella branding, the practice of labeling more than one product with a single brand name, is commonly used by multiproduct companies. Spillovers occur when information about one product affects the demand for other products with the same brand name. This article provides a methodology to analyze spillovers and uses it to measure two instances of spillover effects. The study shows that negative spillovers resulted from the Audi 5000's problems with sudden acceleration and that positive spillovers resulted from Jaguar's first major model change in seventeen years. Copyright 1990 by the University of Chicago.
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Cites
The Role of Market Forces in Assuring Contractual Performance
Klein, B., & Leffler, K. B. (1981) · Journal of Political Economy · doi:10.1086/260996 · Cited by 3,653
Cited by
A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility
Park, C. S., & Srinivasan, V. (1994) · Journal of Marketing Research · doi:10.1177/002224379403100210 · Cited by 446
Metadata
- Authors
- Sullivan, M.
- Venue
- The Journal of Business
- Publisher
- University of Chicago Press
- Published
- 1990-01
- Volume
- 63
- Issue
- 3
- Pages
- 309
- ISSN
- 0021-9398 (ISSN-L)
- 1537-5374
- OpenAlex
- W2007098372
- Cited by
- 262
- References
- 1
- FWCI
- 18.02
- Type
- journal article
- Language
- en
- Open access
- closed
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- Sullivan, M. (1990). Measuring Image Spillovers in Umbrella-Branded Products. The Journal of Business. https://doi.org/10.1086/296509
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
