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Reciprocal spillover effects: a strategic benefit of brand extensions
A study is discussed in which the reciprocal spillover effect of advertising of a line or brand extension on the choice of the parent brand was examined. using scanner panel data on 2 product categories and in 2 geographical markets, the researchers found evidence for a significant reciprocal spillover effect. They found that such spillover advertising can increase the choice probability of the parent more than is possible with the parent's own advertising. The results suggest that firms should favor the line or brand extension with a greater allocation of the advertising budget than otherwise. These results also indicate a new strategic benefit from line or brand extensions whereby a firm introducing the extensions can expect positive reciprocal spillover.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Brands Statistical data Advertising Product lines |
| ISBN/ISSN | 222429 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |