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BSI<br />Up in the Air – Spill-Over Effectsof Blockbuster Movies<br />Hamburg, 27. January 2010<br />
BSI<br />Brand knowledgeworksas a keyfacilitatorfor positive spill-overeffectsofparticipatingbrands – weakbrandassociation...
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Up in the Air – Spill-Over Effects of Blockbuster Movies

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Up in the Air – Spill-Over Effects of Blockbuster Movies

  1. 1. BSI<br />Up in the Air – Spill-Over Effectsof Blockbuster Movies<br />Hamburg, 27. January 2010<br />
  2. 2. BSI<br />Brand knowledgeworksas a keyfacilitatorfor positive spill-overeffectsofparticipatingbrands – weakbrandassociationsarouse negative spill-overs<br />Recently<br />German Consumer<br />US Consumer<br />American Airlines<br />Hertz<br />Hilton Hotels<br />American Airlines<br />Hertz<br />Hilton Hotels<br />After Movie<br />Before Movie<br />F.3: How likely is it , that you will purchase the service of the following brand?<br />Source: Brand Science Institute n= 1.032 Consumers US/Germany <br />

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