Should companies jointly promote their complementary products when they compete in other product categories?

Consumer Evaluations of Brand Extensions

David A. Aaker, Kevin Lane Keller · Journal of Marketing · 1990 · 2.5K citations

Business, Marketing, Marketing Management +15

Consumer Evaluations of Brand Extensions

David A. Aaker, Kevin Lane Keller · Journal of Marketing · 1990 · 1.6K citations

Business, Marketing, Marketing Management +15

Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes

Bernard L. Simonin, Julie A. Ruth · Journal of Marketing Research · 1998 · 1.1K citations

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When Will a Brand Scandal Spill Over, and how Should Competitors Respond?

Michelle L. Roehm, Alice M. Tybout · Journal of Marketing Research · 2006 · 372 citations

Business, Marketing, Marketing Management +16

Brand alliances as signals of product quality

Long Range Planning · 1995 · 318 citations

Business, Marketing, Marketing Management +13