The importance of reciprocal spillover effects for the...

Journal of the Academy of Marketing Science 2014 / 03 Vol. 42; Iss. 2

The importance of reciprocal spillover effects for the valuation of bestseller brands: introducing and testing a contingency model

Knapp, Ann-Kristin, Hennig-Thurau, Thorsten, Mathys, Juliane
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Volume:
42
Language:
english
Journal:
Journal of the Academy of Marketing Science
DOI:
10.1007/s11747-013-0350-9
Date:
March, 2014
File:
PDF, 413 KB
english, 2014
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