Buoye, Alexander; De Keyser, Arne; Gong, Zeyang; Lao, … - In: Journal of Services Marketing 34 (2020) 2, pp. 239-251
Purpose: The purpose of this paper is to look into the topic of IP category extensions in an entertainment setting. The main goal of the study is to explore the reciprocal spillover effect of customer experience (CX) ratings with an intellectual property (IP) in one medium (i.e. film) on the...