Purpose – This study aims to examine the factors that drive consumers' trial and repeat purchases of cobranded extensions, and the amount of spillover effects on host and ingredient brands. Design/methodology/approach – The analysis uses a comprehensive consumer transaction dataset that...

Drawing on the accessibility-diagnosticity framework, and previous literature in branding and order-of-entry, the authors hypothesize that consumer spillovers can also occur across directly competing products that do not share brand names. The authors suggest two mechanisms (prior perception...