BOBC |
Resource type: Journal Article Language: en: English Peer reviewed DOI: 10.1108/JSM-06-2019-0224 BibTeX citation key: Buoye2019 Email resource to friend View all bibliographic details |
Categories: General Keywords: Adaptation, Comic book industry, DC, Economics, Empirical research, Film adaptation, Marvel, USA Creators: Buoye, De Keyser, Gong, Lao Collection: Journal of Services Marketing |
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Abstract |
Purpose The purpose of this paper is to look into the topic of IP category extensions in an entertainment setting. The main goal of the study is to explore the reciprocal spillover effect of customer experience (CX) ratings with an intellectual property (IP) in one medium (i.e. film) on the sales of the same IP in other media (i.e. comic books). Design/methodology/approach Findings Research limitations/implications Originality/value |