Spillover effect in promotion: Evidence from video game publishers and eSports tournaments

SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX

T. Bettina Cornwell, Clinton S. Weeks, Donald P. Roy · Journal of Advertising · 2005 · 665 citations

Management, Marketing, Marketing Management +17

Convergence and divergence in consumer behavior: implications for international retailing

Marieke de Mooij, Geert Hofstede · Journal of Retailing · 2002 · 650 citations

Business, International Business, Marketing +14

Performance of Store Brands: A Cross-Country Analysis of Consumer Store-Brand Preferences, Perceptions, and Risk

Tülin Erdem, Zhao Ying, Ana Valenzuela · Journal of Marketing Research · 2004 · 305 citations

Business, Marketing, Brand Management +12

Electronic sports: A new marketing landscape of the experience economy

Yuri Seo · Journal of Marketing Management · 2013 · 262 citations

Social Sciences, Marketing, Marketing Management +16

An Empirical Investigation of the Spillover Effects of Advertising and Sales Promotions in Umbrella Branding

Tülin Erdem, Baohong Sun · Journal of Marketing Research · 2002 · 247 citations

Business, Marketing, Marketing Management +14