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Spillover effects in marketing: integrating core research domains

Author

Listed:
  • Xenia Raufeisen

    (TU Dortmund University)

  • Linda Wulf

    (TU Dortmund University)

  • Sören Köcher

    (TU Dortmund University)

  • Ulya Faupel

    (TU Dortmund University)

  • Hartmut H. Holzmüller

    (TU Dortmund University
    University of Newcastle)

Abstract

Spillover effects, i.e., a change in beliefs regarding one entity due to the evaluation of another associated entity (Ahluwalia et al. Journal of Marketing Research, 38(4), 458–470, Ahluwalia et al. 2001) is a core mechanism of a variety of marketing activities, such as brand extensions, co-branding, celebrity endorsements, and sponsorships. In this paper, we develop a comprehensive conceptualization of the spillover phenomenon and describe its underlying process. In addition, we review and consolidate relevant literature from different research domains, identify context-specific and overall factors that determine the occurrence of such effects, and discuss several methodological aspects that may become central considerations for future research in this field.

Suggested Citation

  • Xenia Raufeisen & Linda Wulf & Sören Köcher & Ulya Faupel & Hartmut H. Holzmüller, 2019. "Spillover effects in marketing: integrating core research domains," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 249-267, December.
    • Handle: RePEc:spr:amsrev:v:9:y:2019:i:3:d:10.1007_s13162-019-00143-x
    DOI: 10.1007/s13162-019-00143-x
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