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Spillover effects in marketing: integrating core research domains

Xenia Raufeisen (), Linda Wulf (), Sören Köcher (), Ulya Faupel () and Hartmut H. Holzmüller ()
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Xenia Raufeisen: TU Dortmund University
Linda Wulf: TU Dortmund University
Sören Köcher: TU Dortmund University
Ulya Faupel: TU Dortmund University
Hartmut H. Holzmüller: TU Dortmund University

AMS Review, 2019, vol. 9, issue 3, No 7, 249-267

Abstract: Abstract Spillover effects, i.e., a change in beliefs regarding one entity due to the evaluation of another associated entity (Ahluwalia et al. Journal of Marketing Research, 38(4), 458–470, Ahluwalia et al. 2001) is a core mechanism of a variety of marketing activities, such as brand extensions, co-branding, celebrity endorsements, and sponsorships. In this paper, we develop a comprehensive conceptualization of the spillover phenomenon and describe its underlying process. In addition, we review and consolidate relevant literature from different research domains, identify context-specific and overall factors that determine the occurrence of such effects, and discuss several methodological aspects that may become central considerations for future research in this field.

Keywords: Spillover effects; Literature review; Conceptual framework; Brand extension; Co-branding; Country of origin; Endorsement; Sponsorship; Halo (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/s13162-019-00143-x

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