No image available for this title

Text

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 NumberLocationAvailable
PSB lt.dasar - Pascasarjana1
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