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

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

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

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