Spillover Effect From the Marketplace Brand Under Conditions of Distribution Exclusivity

This study contributes to the literature on the transfer of effects from one brand to another in the context of brand alliances, by studying the transfer of brand equity from an online marketplace brand to a product brand, under varying conditions and levels of distribution exclusivity of the product brand.



Citation:

Ritika Sharma and Saravana Jaikumar (2018) ,"Spillover Effect From the Marketplace Brand Under Conditions of Distribution Exclusivity ", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 45-46.

Authors

Ritika Sharma, Indian Institute of Management Calcutta, India
Saravana Jaikumar, Indian Institute of Management Calcutta, India



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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