Negative spillover in brand portfolios: Exploring the antecedents of asymmetric effects

Journal of Marketing

Volumn 72, Issue 3, 2008, Pages 111-123

  Lei, Jing ^a   Dawar, Niraj ^b   Lemmink, Jos ^c  

^a UNIVERSITY OF ONTARIO INSTITUTE OF TECHNOLOGY   (Canada)

^b UNIVERSITY OF WESTERN ONTARIO   (Canada)

^c MAASTRICHT UNIVERSITY   (Netherlands)

Author keywords

Association asymmetry; Brand portfolio; Product harm crises; Spillover effects

Indexed keywords

EID: 44149091725     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.72.3.111     Document Type: Article

References (36)