presence of the socalled reciprocal effect, whereby the effort exerted to develop and market the extension has a feedback … incentivizing contract; the reciprocal effect adds a further element that should be governed by the contract. Indeed, a positive … opposite effect. Drawing from extant literature, we build a game-theoretical model and show how reciprocal effect, (dis …

presence of the socalled reciprocal effect, whereby the effort exerted to develop and market the extension has a feedback … incentivizing contract; the reciprocal effect adds a further element that should be governed by the contract. Indeed, a positive … opposite effect. Drawing from extant literature, we build a game-theoretical model and show how reciprocal effect, (dis …

study of brand extensions by advancing our knowledge regarding: (i) the issue of the reciprocal effect of media brand …