Spillover effects in marketing: integrating core research domains

Spillover effects, i.e., a change in beliefs regarding one entity due to the evaluation of another associated entity (Ahluwalia et al. Journal of Marketing Research, 38(4), 458–470, Ahluwalia et al. 2001) is a core mechanism of a variety of marketing activities, such as brand extensions, co-branding, celebrity endorsements, and sponsorships. In this paper, we develop a comprehensive conceptualization of the spillover phenomenon and describe its underlying process. In addition, we review and consolidate relevant literature from different research domains, identify context-specific and overall factors that determine the occurrence of such effects, and discuss several methodological aspects that may become central considerations for future research in this field.