The DOI matches its Crossref record; 36 of the 36 references it cites were found in a registry or an index.
Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions
Abstract
A commonly advanced rationale for the proliferation of brand extensions is companies’ motivation to leverage the equity in established brands, thereby developing profitable products relatively easily. A more interesting strategic argument for brand extensions that has been advanced is that extensions would favorably affect the image of the parent brand and thereby influence its choice. In this research, the authors investigate the existence of such reciprocal spillover effects emanating from the advertising of a brand extension. The authors use scanner panel data and study spillover effects of advertising on brand choice. They develop implications for brand and product line management.
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Cites
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Cited by
When Will a Brand Scandal Spill Over, and how Should Competitors Respond?
Roehm, M. L., & Tybout, A. M. (2006) · Journal of Marketing Research · doi:10.1509/jmkr.43.3.366 · Cited by 380
Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns
Chae, I., Stephen, A. T., Bart, Y., & Yao, D. (2017) · Marketing Science · doi:10.1287/mksc.2016.1001 · Cited by 135
The effects of uppercase and lowercase wordmarks on brand perceptions
Xu, X., Chen, R., & Liu, M. W. (2017) · Marketing Letters · doi:10.1007/s11002-016-9415-0 · Cited by 46
The effects of uppercase vs. lowercase letters on consumers’ perceptions and brand attitudes
Teng, L., Xie, C., Liu, T., Wang, F., & Foti, L. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2021.07.013 · Cited by 32
Metadata
- Authors
- Balachander, S., & Ghose, S.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2003-01
- Volume
- 67
- Issue
- 1
- Pages
- 4-13
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2039839947
- Cited by
- 417
- References
- 36
- FWCI
- 15.76
- Type
- journal article
- Language
- en
- Open access
- closed
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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.
