Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions

By Subramanian Balachander, S. Ghose. 2003

452 citations recorded by the source corpus.

Subfields: Management Science and Operations Research, Marketing

View Paper: https://www.semanticscholar.org/paper/2567b0a7875a1bbb15ec94aa8a1c235b9b5bcc53

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Management Science and Operations Research

1. Eva Martínez
2. Duncan Simester
3. Eric T. Anderson
4. Marine Le Gall-Ely
5. Dilip Soman

In Marketing

1. Duncan Simester
2. Eva Martínez
3. José Miguel Pina
4. Gary Geissler
5. Eric T. Anderson
6. R. Schindler
7. Marine Le Gall-Ely
8. Dilip Soman

Citations in the corpus

• Brand extension feedback: The role of advertising (2009, background): “The essence of extension strategies lies in capturing brand equity (Balachander and Ghose, 2003; John et al., 1998).”
• Peer Effects in Product Adoption (2019, unknown): “The results also highlight additional benefits resulting from line extension strategies beyond the direct effects of advertising spillovers documented by Balachander and Ghose (2003).”
• Market Mavens' Attitudes Towards General Technology: Implications for Marketing Communications (2005, background): “Brand extensions and private label or store brands have contributed greatly to the growing number of brands (Dunne and Narasimhan, 1999; Corstjens and Lal, 2000; Balachander and Ghose, 2003).”
• Advertising in a Competitive Market: The Role of Product Standards, Customer Learning, and Switching Costs (2013, background): “For example, Balachander and Ghose (2003) show not only that these positive spillovers may project from the parent brand to the brand extension but also that reciprocal spillovers may operate in the opposite direction as well (see also Morrin 1999).”
• Sport Brands: Brand Relationships and Consumer Behavior (2020, unknown): “…1986), which indicates meaning is transferred in the mind of consumers between related brands, previous studies demonstrated that sub-brands can impact the evaluation of the master brand in either diluting or enhancing the corporate brand image (Balachander & Ghose, 2003; Sood & Keller, 2012).”