Coordination in Multibrand, Multimedia Advertising: Is It Always a Good Thing?

• Wangsheng Zhu

  Wangsheng Zhu

  [email protected]

  https://orcid.org/0000-0002-4478-659X

  Naveen Jindal School of Management, University of Texas at Dallas, Richardson, Texas 75080;

  Search for more papers by this author

  ,
• Subodha Kumar

  Corresponding Author

  Subodha Kumar

  [email protected]

  https://orcid.org/0000-0002-4401-7950

  Fox School of Business, Temple University, Philadelphia, Pennsylvania 19122

  Search for more papers by this author

  ,
• Vijay Mookerjee

  Vijay Mookerjee

  [email protected]

  https://orcid.org/0000-0001-5583-3585

  Naveen Jindal School of Management, University of Texas at Dallas, Richardson, Texas 75080;

  Search for more papers by this author