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



Publication type
Article in Journal

Peer reviewed
Yes

Publication status
Published

Year
2014

Journal
Journal of the Academy of Marketing Science

Volume
42 (2), 205-221

Language
English

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