Sebri, Mouna; Zaccour, Georges - In: European Journal of Marketing 51 (2017) 9/10, pp. 1695-1712
Purpose The starting conjecture is that the market share of a brand in one category benefits from its performance in another category, and vice versa. The purpose of this paper is to assess the umbrella-branding spillovers by investigating the presence of synergy effect between categories when a...