Conceptualizing and measuring the monetary value of brand extensions: The case of motion pictures

Journal of Marketing

Volumn 73, Issue 6, 2009, Pages 167-183

  Hennig Thurau, Thorsten ^a,b   Houston, Mark B ^c   Heitjans, Torsten ^a  

^a BAUHAUS UNIVERSITY WEIMAR   (Germany)

^b CITY UNIVERSITY   (United Kingdom)

^c TEXAS CHRISTIAN UNIVERSITY   (United States)

Author keywords

Brand extension; Brand value; Forward spillover effect; Motion picture industry; Reciprocal spillover effect

Indexed keywords

EID: 70449338827     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.73.6.167     Document Type: Article

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