{"id":"https://openalex.org/W2047264271","doi":"https://doi.org/10.1509/jmkg.73.3.019","title":"The Role of Within-Brand and Cross-Brand Communications in Competitive Growth","display_name":"The Role of Within-Brand and Cross-Brand Communications in Competitive Growth","publication_year":2009,"publication_date":"2009-03-31","ids":{"openalex":"https://openalex.org/W2047264271","doi":"https://doi.org/10.1509/jmkg.73.3.019","mag":"2047264271"},"language":"en","primary_location":{"id":"doi:10.1509/jmkg.73.3.019","doi":"https://doi.org/10.1509/jmkg.73.3.019","is_oa":false,"landing_page_url":"https://doi.org/10.1509/jmkg.73.3.019","pdf_url":null,"source":{"id":"https://openalex.org/S142990027","display_name":"Journal of Marketing","issn_l":"0022-2429","issn":["0022-2429","1547-7185"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a-star","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-1-star","ft50","jufo-3","norway-2","poland-200","russia-white-list-1","utd24","vabb-shw"],"host_organization":"https://openalex.org/P4310320017","host_organization_name":"SAGE Publishing","host_organization_lineage":["https://openalex.org/P4310320017"],"host_organization_lineage_names":["SAGE Publishing"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5080377850","display_name":"Barak Libai","orcid":"https://orcid.org/0000-0001-8189-9502","observed_orcids":["https://orcid.org/0000-0001-8189-9502"]},"institutions":[{"id":"https://openalex.org/I16391192","display_name":"Tel Aviv University","ror":"https://ror.org/04mhzgx49","country_code":"IL","type":"education","lineage":["https://openalex.org/I16391192"]}],"countries":["IL"],"is_corresponding":false,"raw_author_name":"Barak Libai","raw_affiliation_strings":["Marketing, Recanati Graduate School of Business Administration, Tel Aviv University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Marketing, Recanati Graduate School of Business Administration, Tel Aviv University","institution_ids":["https://openalex.org/I16391192"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5091843426","display_name":"Eitan Muller","orcid":"https://orcid.org/0000-0002-8180-7484","observed_orcids":["https://orcid.org/0000-0002-8180-7484"]},"institutions":[{"id":"https://openalex.org/I16391192","display_name":"Tel Aviv University","ror":"https://ror.org/04mhzgx49","country_code":"IL","type":"education","lineage":["https://openalex.org/I16391192"]},{"id":"https://openalex.org/I57206974","display_name":"New York University","ror":"https://ror.org/0190ak572","country_code":"US","type":"education","lineage":["https://openalex.org/I57206974"]}],"countries":["IL","US"],"is_corresponding":false,"raw_author_name":"Eitan Muller","raw_affiliation_strings":["Marketing, Stern School of Business, New York University, and Chaired Professor of Marketing, Recanati Graduate School of Business Administration, Tel Aviv University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Marketing, Stern School of Business, New York University, and Chaired Professor of Marketing, Recanati Graduate School of Business Administration, Tel Aviv University","institution_ids":["https://openalex.org/I16391192","https://openalex.org/I57206974"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5051390969","display_name":"Renana Peres","orcid":"https://orcid.org/0000-0002-0154-9893","observed_orcids":["https://orcid.org/0000-0002-0154-9893"]},"institutions":[{"id":"https://openalex.org/I197251160","display_name":"Hebrew University of Jerusalem","ror":"https://ror.org/03qxff017","country_code":"IL","type":"education","lineage":["https://openalex.org/I197251160"]},{"id":"https://openalex.org/I79576946","display_name":"University of Pennsylvania","ror":"https://ror.org/00b30xv10","country_code":"US","type":"education","lineage":["https://openalex.org/I79576946"]}],"countries":["IL","US"],"is_corresponding":false,"raw_author_name":"Renana Peres","raw_affiliation_strings":["Marketing, Graduate School of Business, Hebrew University of Jerusalem, and Visiting Professor of Marketing, the Wharton School, University of Pennsylvania"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Marketing, Graduate School of Business, Hebrew University of Jerusalem, and Visiting Professor of Marketing, the Wharton School, University of Pennsylvania","institution_ids":["https://openalex.org/I197251160","https://openalex.org/I79576946"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":4,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":{"value":5400,"currency":"USD","value_usd":5400},"apc_paid":null,"fwci":15.6145,"has_fulltext":false,"cited_by_count":136,"citation_normalized_percentile":{"value":0.99286465,"is_in_top_1_percent":true,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":95,"max":99},"biblio":{"volume":"73","issue":"3","first_page":"19","last_page":"34"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12659","display_name":"Innovation Diffusion and Forecasting","score":0.9887999892234802,"subfield":{"id":"https://openalex.org/subfields/1803","display_name":"Management Science and Operations Research"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12659","display_name":"Innovation Diffusion and Forecasting","score":0.9887999892234802,"subfield":{"id":"https://openalex.org/subfields/1803","display_name":"Management Science and Operations Research"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.00419999985024333,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.0032999999821186066,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/interpersonal-communication","display_name":"interpersonal communication","score":0.652999997138977},{"id":"https://openalex.org/keywords/brand-adoption","display_name":"brand adoption","score":0.6480000019073486},{"id":"https://openalex.org/keywords/market-entry-timing","display_name":"market entry timing","score":0.6549999713897705},{"id":"https://openalex.org/keywords/market-growth","display_name":"market growth","score":0.5080000162124634},{"id":"https://openalex.org/keywords/market-followers","display_name":"market followers","score":0.36899998784065247},{"id":"https://openalex.org/keywords/increasing-returns","display_name":"increasing returns","score":0.5389999747276306}],"concepts":[{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.626259446144104},{"id":"https://openalex.org/C91306197","wikidata":"https://www.wikidata.org/wiki/Q45767","display_name":"Competition (biology)","level":2,"score":0.6253721714019775},{"id":"https://openalex.org/C57375061","wikidata":"https://www.wikidata.org/wiki/Q453181","display_name":"Brand management","level":2,"score":0.5701698064804077},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5574726462364197},{"id":"https://openalex.org/C205971072","wikidata":"https://www.wikidata.org/wiki/Q513100","display_name":"Brand equity","level":2,"score":0.4798238277435303},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.4479654133319855},{"id":"https://openalex.org/C164850336","wikidata":"https://www.wikidata.org/wiki/Q3685487","display_name":"Interpersonal communication","level":2,"score":0.4309570789337158},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.10048419237136841},{"id":"https://openalex.org/C18903297","wikidata":"https://www.wikidata.org/wiki/Q7150","display_name":"Ecology","level":1,"score":0.0},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.0},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0}],"mesh":[],"locations_count":6,"locations":[{"id":"doi:10.1509/jmkg.73.3.019","doi":"https://doi.org/10.1509/jmkg.73.3.019","is_oa":false,"landing_page_url":"https://doi.org/10.1509/jmkg.73.3.019","pdf_url":null,"source":{"id":"https://openalex.org/S142990027","display_name":"Journal of Marketing","issn_l":"0022-2429","issn":["0022-2429","1547-7185"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a-star","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-1-star","ft50","jufo-3","norway-2","poland-200","russia-white-list-1","utd24","vabb-shw"],"host_organization":"https://openalex.org/P4310320017","host_organization_name":"SAGE Publishing","host_organization_lineage":["https://openalex.org/P4310320017"],"host_organization_lineage_names":["SAGE Publishing"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing","raw_type":"journal-article"},{"id":"doi:10.1509/jmkg.73.3.19","doi":"https://doi.org/10.1509/jmkg.73.3.19","is_oa":false,"landing_page_url":"https://doi.org/10.1509/jmkg.73.3.19","pdf_url":null,"source":{"id":"https://openalex.org/S142990027","display_name":"Journal of Marketing","issn_l":"0022-2429","issn":["0022-2429","1547-7185"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a-star","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-1-star","ft50","jufo-3","norway-2","poland-200","russia-white-list-1","utd24","vabb-shw"],"host_organization":"https://openalex.org/P4310320017","host_organization_name":"SAGE Publishing","host_organization_lineage":["https://openalex.org/P4310320017"],"host_organization_lineage_names":["SAGE Publishing"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing","raw_type":"journal-article"},{"id":"pmh:oai:CiteSeerX.psu:10.1.1.530.9072","doi":null,"is_oa":false,"landing_page_url":"http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.530.9072","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"http://groups.haas.berkeley.edu/marketing/seminars/papers/peres_paper.pdf","raw_type":"text"},{"id":"pmh:oai:CiteSeerX.psu:10.1.1.595.2021","doi":null,"is_oa":false,"landing_page_url":"http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.595.2021","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"http://econ.tau.ac.il/papers/applied/brandcommjuly2008.pdf","raw_type":"text"},{"id":"pmh:oai:CiteSeerX.psu:10.1.1.705.4517","doi":null,"is_oa":false,"landing_page_url":"http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.705.4517","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"https://marketing.wharton.upenn.edu/files/?fileID%3D924%26whdmsaction%3Dpublic%3Amain.file","raw_type":"text"},{"id":"pmh:oai:CiteSeerX.psu:10.1.1.857.3743","doi":null,"is_oa":false,"landing_page_url":"http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.857.3743","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"https://marketing.wharton.upenn.edu/mktg/assets/File/brand_comm_may2008_final.pdf","raw_type":"text"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":64,"referenced_works":["https://openalex.org/W1485623843","https://openalex.org/W1495750374","https://openalex.org/W1511832242","https://openalex.org/W1512201517","https://openalex.org/W1515054543","https://openalex.org/W1523518651","https://openalex.org/W1720665485","https://openalex.org/W1861069607","https://openalex.org/W1964473994","https://openalex.org/W1965826439","https://openalex.org/W1966009271","https://openalex.org/W1971848432","https://openalex.org/W1973714571","https://openalex.org/W1975378907","https://openalex.org/W1976108396","https://openalex.org/W1983795980","https://openalex.org/W1985570515","https://openalex.org/W1989530016","https://openalex.org/W1989538307","https://openalex.org/W1990406041","https://openalex.org/W1993194278","https://openalex.org/W1994437359","https://openalex.org/W2003577594","https://openalex.org/W2004512536","https://openalex.org/W2009202666","https://openalex.org/W2013308845","https://openalex.org/W2015254738","https://openalex.org/W2020828249","https://openalex.org/W2026334657","https://openalex.org/W2027476227","https://openalex.org/W2047217792","https://openalex.org/W2052937415","https://openalex.org/W2059570638","https://openalex.org/W2061330884","https://openalex.org/W2099376871","https://openalex.org/W2099926492","https://openalex.org/W2102924501","https://openalex.org/W2113468393","https://openalex.org/W2115172212","https://openalex.org/W2124903281","https://openalex.org/W2127937593","https://openalex.org/W2135439653","https://openalex.org/W2138872189","https://openalex.org/W2144778570","https://openalex.org/W2151164843","https://openalex.org/W2152838072","https://openalex.org/W2154509588","https://openalex.org/W2154752153","https://openalex.org/W2162244340","https://openalex.org/W2165487227","https://openalex.org/W2172173652","https://openalex.org/W2320381894","https://openalex.org/W2798502219","https://openalex.org/W2901874234","https://openalex.org/W3022946999","https://openalex.org/W3121160247","https://openalex.org/W3122736754","https://openalex.org/W3122804090","https://openalex.org/W3122869990","https://openalex.org/W3123704062","https://openalex.org/W3124539159","https://openalex.org/W3125810880","https://openalex.org/W4232654400","https://openalex.org/W4237325787"],"related_works":["https://openalex.org/W2395916185","https://openalex.org/W2118046172","https://openalex.org/W7096511897","https://openalex.org/W1970803107","https://openalex.org/W1968203853","https://openalex.org/W2766598176","https://openalex.org/W1598654655","https://openalex.org/W1966009271","https://openalex.org/W4408089070","https://openalex.org/W2941990866"],"abstract_inverted_index":{"Consumer-generated":[0],"communication":[1,36],"processes":[2],"have":[3,70],"drawn":[4],"increasing":[5,140],"attention":[6],"of":[7,35,39,48,53,77,97,110,162,185,203],"marketers":[8],"and":[9,66,92,223],"researchers.":[10],"However,":[11],"an":[12,49,116],"underresearched":[13],"issue":[14],"is":[15],"that":[16,40,61,86,195],"interpersonal":[17],"communications":[18],"are":[19],"not":[20],"always":[21],"brand":[22,30,41],"specific.":[23],"Thus,":[24,127],"a":[25,29,33,46,71,84,108,150,155,172,176,180,197],"person":[26],"can":[27,69],"adopt":[28],"either":[31],"as":[32,45,135],"result":[34,47,109],"with":[37,51,103,125],"adopters":[38,52],"(within-brand":[42],"influence)":[43],"or":[44],"interaction":[50],"competing":[54,101],"brands":[55,102],"(cross-brand":[56],"influence).":[57],"This":[58],"study":[59],"shows":[60],"the":[62,75,95,120,143,160,164,167,186,200,204,212,225],"interplay":[63],"between":[64],"within-":[65],"cross-brand":[67,147],"influence":[68,148],"substantial":[72],"effect":[73],"on":[74,94],"growth":[76,202],"markets":[78],"under":[79],"competition.":[80],"The":[81],"authors":[82,165],"develop":[83],"model":[85],"explicitly":[87],"represents":[88],"these":[89],"two":[90,98],"influences":[91],"focus":[93],"case":[96],"otherwise":[99],"identical":[100],"different":[104],"entry":[105],"times.":[106],"As":[107],"within-brand":[111],"influence,":[112],"current":[113],"customers":[114,131],"create":[115],"interaction-based":[117],"advantage":[118],"for":[119,175],"first":[121,187],"entrant,":[122,188],"which":[123],"grows":[124],"time.":[126,158],"we":[128],"illustrate":[129],"how":[130],"should":[132],"be":[133],"viewed":[134],"market":[136,151,201],"assets":[137],"who":[138],"yield":[139],"returns":[141],"during":[142],"diffusion":[144],"process.":[145],"Conversely,":[146],"enables":[149],"follower":[152],"to":[153],"enjoy":[154],"shorter":[156],"takeoff":[157,174],"Given":[159],"combination":[161],"both,":[163],"predict":[166],"\u201cdual":[168],"pattern,\u201d":[169],"characterized":[170],"by":[171,179],"fast":[173],"follower,":[177],"followed":[178],"widening":[181],"gap":[182],"in":[183,207],"favor":[184],"all":[189],"else":[190],"being":[191],"equal.":[192],"They":[193,210],"show":[194],"such":[196],"pattern":[198],"dominated":[199],"cellular":[205],"industry":[206],"Western":[208],"Europe.":[209],"explain":[211],"reasons":[213],"behind":[214],"this":[215],"dual":[216],"pattern,":[217],"rule":[218],"out":[219],"straightforward":[220],"alternative":[221],"explanations,":[222],"discuss":[224],"managerial":[226],"implications.":[227]},"counts_by_year":[{"year":2026,"cited_by_count":2},{"year":2025,"cited_by_count":4},{"year":2024,"cited_by_count":3},{"year":2023,"cited_by_count":8},{"year":2022,"cited_by_count":5},{"year":2021,"cited_by_count":10},{"year":2020,"cited_by_count":10},{"year":2019,"cited_by_count":12},{"year":2018,"cited_by_count":9},{"year":2017,"cited_by_count":5},{"year":2016,"cited_by_count":4},{"year":2015,"cited_by_count":8},{"year":2014,"cited_by_count":11},{"year":2013,"cited_by_count":10},{"year":2012,"cited_by_count":7}],"updated_date":"2026-11-10T11:39:43.021295","created_date":"2016-06-24T00:00:00"}
