We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Product Complements and Substitutes in the Real World: The Relevance of "Other Products".
- Authors
Shocker, Allan D.; Bayus, Barry L.; Namwoon Kim
- Abstract
In the real world, buyer demand for a product can depend directly and indirectly on the marketing efforts of "other products" in different categories. The authors offer a behavioral rationale for the existence of the effects of "other products'" marketing efforts and propose a taxonomy of possible intercategory relationships. The discussion enables the authors to identify several promising new research directions.
- Subjects
CONSUMER behavior research; MARKETING research; CONSUMPTION (Economics); MARKETING planning; MARKETING strategy; BRAND identification
- Publication
Journal of Marketing, 2004, Vol 68, Issue 1, p28
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1509/jmkg.68.1.28.24032