https://ogma.newcastle.edu.au/vital/access/ /manager/Index ${session.getAttribute("locale")} 5 https://ogma.newcastle.edu.au/vital/access/ /manager/Repository/uon:21903 Sat 24 Mar 2018 07:12:48 AEDT ]]> https://ogma.newcastle.edu.au/vital/access/ /manager/Repository/uon:46165 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.]]> Fri 11 Nov 2022 19:40:54 AEDT ]]>