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

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

Cite as

Knapp, A.-K., Hennig-Thurau, T., & Mathys, J. (2014). The importance of reciprocal spillover effects for the valuation of bestseller brands: introducing and testing a contingency model. Journal of the Academy of Marketing Science, 42 (2), 205-221.

Details

Publication type

Research article (journal)

Peer reviewed

Yes

Publication status

Published

Year

2014

Journal

Journal of the Academy of Marketing Science

Volume

42 (2), 205-221

Language

English

ISSN

0092-0703

Full text

knapp_et_al._2014_jams_the_importance_of_reciprocal_spillover_effects_for_the_valuation_of_bestseller_brands_introducing_and_testing_a_contingency_model.pdf