Spillover effects in marketing: integrating core research domains

Title: Spillover effects in marketing: integrating core research domains
Creator: Raufeisen, Xenia; Wulf, Linda; Köcher, Sören; Faupel, Ulya; Holzmüller, Hartmut H.
Relation: AMS Review Vol. 9, Issue 3, p. 249-267
Publisher Link: http://dx.doi.org/10.1007/s13162-019-00143-x
Publisher: Springer
Resource Type: journal article
Date: 2019
Description: Spillover effects, i.e., a change in beliefs regarding one entity due to the evaluation of another associated entity (Ahluwalia et al. Journal of Marketing Research, 38(4), 458–470, Ahluwalia et al. 2001) is a core mechanism of a variety of marketing activities, such as brand extensions, co-branding, celebrity endorsements, and sponsorships. In this paper, we develop a comprehensive conceptualization of the spillover phenomenon and describe its underlying process. In addition, we review and consolidate relevant literature from different research domains, identify context-specific and overall factors that determine the occurrence of such effects, and discuss several methodological aspects that may become central considerations for future research in this field.
Subject: spillover effects; literature review; conceptual framework; brand extension; co-branding; country of origin; endorsement; sponsorship; halo
Identifier: http://hdl.handle.net/1959.13/1461303
Identifier: uon:46165
Identifier: ISSN:1869-814X
Language: eng
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