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Keywords: Category extensions
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Journal Articles
Intellectual property extensions in entertainment services: Marvel and DC comics
Available to Purchase
Journal:
Journal of Services Marketing
Journal of Services Marketing (2020) 34 (2): 239–251.
Published: 24 February 2020
...Alexander Buoye; Arne De Keyser; Zeyang Gong; Natalie Lao 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...
