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Within-Category Satiation and Cross-Category Spillover in Multiproduct Advertising.

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Title: Within-Category Satiation and Cross-Category Spillover in Multiproduct Advertising.
Authors: Lu, Shijie1 (AUTHOR) slyu@nd.edu, Yang, Sha2 (AUTHOR) shayang@marshall.usc.edu, Yao, Yao (AUTHOR)
Source: Journal of Marketing. Mar2025, Vol. 89 Issue 2, p119-140. 22p.
Database: Business Source Ultimate
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  Data: Within-Category Satiation and Cross-Category Spillover in Multiproduct Advertising.
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  Data: <searchLink fieldCode="AR" term="%22Lu%2C+Shijie%22">Lu, Shijie</searchLink><relatesTo>1</relatesTo> (AUTHOR)<i> slyu@nd.edu</i><br /><searchLink fieldCode="AR" term="%22Yang%2C+Sha%22">Yang, Sha</searchLink><relatesTo>2</relatesTo> (AUTHOR)<i> shayang@marshall.usc.edu</i><br /><searchLink fieldCode="AR" term="%22Yao%2C+Yao%22">Yao, Yao</searchLink> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Marketing%22">Journal of Marketing</searchLink>. Mar2025, Vol. 89 Issue 2, p119-140. 22p.
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=182798509
RecordInfo BibRecord:
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    Identifiers:
      – Type: doi
        Value: 10.1177/00222429241274727
    Languages:
      – Code: eng
        Text: English
    PhysicalDescription:
      Pagination:
        PageCount: 22
        StartPage: 119
    Titles:
      – TitleFull: Within-Category Satiation and Cross-Category Spillover in Multiproduct Advertising.
        Type: main
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          Name:
            NameFull: Lu, Shijie
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            NameFull: Yang, Sha
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            NameFull: Yao, Yao
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            – D: 01
              M: 03
              Text: Mar2025
              Type: published
              Y: 2025
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              Value: 89
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              Value: 2
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            – TitleFull: Journal of Marketing
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