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

@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",