Negative Spillover in Brand Portfolios: Exploring the Antecedents of Asymmetric Effects

By Jingchun Lei, N. Dawar, Jos G. A. M. Lemmink. 2008

230 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/5c850e4f33365267c75b55fef4a35bd84c647b93

How researchers see this paper

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

In Marketing

1. N. Dawar
2. Takako Fujiwara-Greve
3. Stefan Jonsson
4. T. Cornwell
5. Jodie Whelan
6. Ravikanth Pappu
7. Henrich R. Greve
8. Abhishek Dwivedi

In Sociology and Political Science

1. Jodie Whelan
2. N. Dawar
3. T. Cornwell
4. Ravikanth Pappu
5. Henrich R. Greve
6. Abhishek Dwivedi

Citations in the corpus

• Sponsorship portfolio as a brand-image creation strategy (2011, background): “Specifically, a brand can extend more easily when the new category is similar to the original category (e.g., Lei et al., 2008), because consistent information meets people's expectations and hence is conceptually more fluent (Lee and Aaker, 2004).”
• Undeserved Loss: The Spread of Legitimacy Loss to Innocent Organizations in Response to Reported Corporate Deviance (2009, background): “Lei, J., N. Dawar, and J. Lemmink 2008 “Negative spillover in brand portfolios: Exploring the antecedents of asymmetric effects.””
• Attributions of blame following a product-harm crisis depend on consumers’ attachment styles (2016, background): “of products—not just the product involved in the product-harm crisis (Lei et al. 2008; Siomkos and Kurzbard 1994).”