Concepedia

Product Complementarity

Product Complementarity is a construct in marketing theory that denotes the degree to which products are perceived as mutually enhancing when consumed together, distinguishing it from substitution or independence in customer purchase behavior.

93

Publications

6.3K

Citations

193

Authors

129

Institutions

Publications per year

2017–2026

21

Parents

Publications

93

Inferring Networks of Substitutable and Complementary Products

Julian McAuley, Rahul Pandey, Jure Leskovec · 2015 · 621 citations

, , +11

Valuing New Goods in a Model with Complementarity: Online Newspapers

Matthew Gentzkow · American Economic Review · 2007 · 533 citations

, , +12

Competition and Integration Among Complements, and Network Market Structure

Nicholas Economides, Steven C. Salop · Journal of Industrial Economics · 1992 · 432 citations

, , +17

"Brought to you by Brand A and Brand B" Investigating Multiple Sponsors' Influence On Consumers' Attitudes Toward Sponsored Events

Julie A. Ruth, Bernard L. Simonin · Journal of Advertising · 2003 · 244 citations

, , +16

Using a Variety-Seeking Model to Identify Substitute and Complementary Relationships among Competing Products

James M. Lattin, Leigh McAlister · Journal of Marketing Research · 1985 · 229 citations

, , +16

1–5 of 93

Authors

193

  1. DH
    Dušana Hullová

    University of Portsmouth, United Kingdom

    2 publications · 195 citations

    2

    h-index

  2. JM
    James M. Lattin

    Stanford University, United States

    2 publications · 323 citations

    2

    h-index

  3. GR
    Gordon R. Foxall

    Cardiff University, United Kingdom

    2 publications · 38 citations

    2

    h-index

  4. VK
    Victoria K. James

    Cardiff University, United Kingdom

    2 publications · 38 citations

    2

    h-index

  5. JM
    Julian McAuley

    University of California San Diego, United States

    2 publications · 708 citations

    2

    h-index

1–5 of 193

Institutions

129

  1. Ontario Tech University

    Oshawa, Canada

    3 h-index

    3 publications

    107 citations

  2. Stanford University

    Stanford, United States

    3 h-index

    3 publications

    937 citations

  3. University of North Carolina at Chapel Hill

    Chapel Hill, United States

    2 h-index

    2 publications

    207 citations

  4. Memorial University of Newfoundland

    St. John's, Canada

    2 h-index

    2 publications

    273 citations

  5. University of Portsmouth

    Portsmouth, United Kingdom

    2 h-index

    7 publications

    651 citations

  6. Cardiff University

    Cardiff, United Kingdom

    2 h-index

    5 publications

    93 citations

  7. Université du Québec à Montréal

    Montreal, Canada

    2 h-index

    2 publications

    62 citations

  8. Universidade de Brasília

    Brasília, Brazil

    2 h-index

    2 publications

    38 citations

1–8 of 129

Venues

  1. Journal of Product Innovation Management

    6 publications · 209 citations

    6

    h-index

  2. Research Policy

    4 publications · 282 citations

    4

    h-index

  3. SSRN Electronic Journal

    Repository · 3 publications · 184 citations

    3

    h-index

  4. Journal of Marketing Research

    3 publications · 384 citations

    3

    h-index

  5. Journal of Marketing

    JM · 3 publications · 464 citations

    3

    h-index

1–5