Work

Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions

Year: 2003

Type: article

Source: Journal of Marketing

DOI: 10.1509/jmkg.67.1.4.18594

Authors: Subramanian Balachander, Sanjoy Ghose

Institutions: Purdue University West Lafayette, University of Wisconsin–Milwaukee

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2039839947

FWCI: 10.73

Cites: 38

Cited by: 424

Related to: 10