Brands as Product Coordinators: Matching Brands Make Joint Consumption Experiences More Enjoyable
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DOI: 10.1086/668525
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Citations
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Cited by:
- Liang, Yongheng & Xu, Qian & Jin, Liyin, 2021. "The effect of smart and connected products on consumer brand choice concentration," Journal of Business Research, Elsevier, vol. 135(C), pages 163-172.
- Davis, Robert & McGinnis, Lee Phillip, 2016. "Conceptualizing excessive fan consumption behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 252-262.
- Imran Khan & Mobin Fatma, 2022. "Using Netnography to Understand Customer Experience towards Hotel Brands," Sustainability, MDPI, vol. 15(1), pages 1-11, December.
- Vaidyanathan, Rajiv & Aggarwal, Praveen, 2022. "Asymmetric brand alliances: When joint promotions with strong brands hurt," Journal of Business Research, Elsevier, vol. 141(C), pages 213-228.
- Maxim Sinitsyn, 2016. "Choosing the Quality of the Fit between Complementary Products," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 25(1), pages 161-178, March.
- Kevin Lane Keller, 2016. "Reflections on customer-based brand equity: perspectives, progress, and priorities," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 1-16, June.
- Smith, Robert W. & Keller, Kevin Lane, 2021. "If all their products seem the same, all the parts within a product seem the same too: How brand homogeneity polarizes product experiences," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 698-714.
- Yoonju Han & Sandeep R. Chandukala & Hai Che, 2017. "Exchange and refund of complementary products," Marketing Letters, Springer, vol. 28(1), pages 113-125, March.
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