Brand Spillover as a Marketing Strategy

Xiaole Wu
Xiaole Wu
[email protected]
https://orcid.org/0000-0003-0809-1843
School of Management, Fudan University, Shanghai 200433, China;
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,
Fuqiang Zhang
Fuqiang Zhang
[email protected]
https://orcid.org/0000-0003-2918-2613
Olin Business School, Washington University in St. Louis, St. Louis, Missouri 63130;
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,
Yu Zhou
Yu Zhou
[email protected]
https://orcid.org/0000-0002-6853-3482
School of Economics and Business Administration, Chongqing University, Chongqing 400044, China
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School of Management, Fudan University, Shanghai 200433, China;

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Fuqiang Zhang

[email protected]

https://orcid.org/0000-0003-2918-2613

Olin Business School, Washington University in St. Louis, St. Louis, Missouri 63130;

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Yu Zhou

[email protected]

https://orcid.org/0000-0002-6853-3482

School of Economics and Business Administration, Chongqing University, Chongqing 400044, China

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Published Online:18 Nov 2021https://doi.org/10.1287/mnsc.2021.4165

Supplemental Material

mnsc.2021.4165.sm1.pdf

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Volume 68, Issue 7

July 2022

Pages 4755-5555, iv-v

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Received:November 29, 2019
Accepted:June 14, 2021
Published Online:November 18, 2021

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Xiaole Wu, Fuqiang Zhang, Yu Zhou (2021) Brand Spillover as a Marketing Strategy. Management Science 68(7):5348-5363.

https://doi.org/10.1287/mnsc.2021.4165

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