Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures

By Thorsten Hennig-Thurau, Mark Houston, T. Heitjans. 2009

160 citations recorded by the source corpus.

Subfields: Finance, Marketing, Visual Arts and Performing Arts

View Paper: https://www.semanticscholar.org/paper/21bd2403b22e6ea655d6eb2496f6838e77fcec64

Citations in the corpus

• Does Twitter matter? The impact of microblogging word of mouth on consumers’ adoption of new movies (2014, unknown): “Specifically, we considered a movie’s prerelease buzz (e.g., Karniouchina 2011) and whether a movie was a sequel (e.g., Hennig-Thurau, Houston, and Heitjans 2009) or an adaptation of a book or play (Joshi and Mao 2012).”