Original paper
Perception Spillovers across Competing Brands: A Disaggregate Model of how and When
Abstract
Drawing on the accessibility–diagnosticity framework and previous literature on branding and order of entry, the authors hypothesize that perception spillovers can also occur across directly competing products that do not share a common brand name. The authors suggest two mechanisms (prior perception spillover and dynamic perception spillover) and one moderating variable (product/brand similarity). To test for spillovers across competing brands,...
Paper Details
Title
Perception Spillovers across Competing Brands: A Disaggregate Model of how and When
Published Date
Aug 1, 2009
Volume
46
Issue
4
Pages
467 - 481
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Notes
History