Can Being Similar in Product Category a Liability for Cross-gender Brand Extension?

Tsunwai Wesley Yuen, Marzena Nieroda, Hongwei He, Yunseul Park

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy
Publication statusPublished - 28 May 2019


  • Cross-gender brand extension
  • Categorical fit
  • Reciprocal Spillover effects

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