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 proceeding › Conference contribution

Original language	English
Title of host publication	Proceedings of the European Marketing Academy
Publication status	Published - 28 May 2019

Keywords

Cross-gender brand extension
Categorical fit
Reciprocal Spillover effects

Access to Document

http://proceedings.emac-online.org/index.cfm?abstractid=A2019-8432&Can%20Being%20Similar%20in%20Product%20Category%20a%20Liability

Cite this

@inproceedings{f52dec217409467b9b1a30b74797d2f7,

title = "Can Being Similar in Product Category a Liability for Cross-gender Brand Extension?",

keywords = "Cross-gender brand extension, Categorical fit, Reciprocal Spillover effects",

author = "Yuen, \{Tsunwai Wesley\} and Marzena Nieroda and Hongwei He and Yunseul Park",

year = "2019",

month = may,

day = "28",

language = "English",

booktitle = "Proceedings of the European Marketing Academy",

}

TY - GEN

T1 - Can Being Similar in Product Category a Liability for Cross-gender Brand Extension?

AU - Yuen, Tsunwai Wesley

AU - Nieroda, Marzena

AU - He, Hongwei

AU - Park, Yunseul

PY - 2019/5/28

Y1 - 2019/5/28

KW - Cross-gender brand extension

KW - Categorical fit

KW - Reciprocal Spillover effects

M3 - Conference contribution

BT - Proceedings of the European Marketing Academy

ER -