Chengxi Li

EXPRESS: Impacts of Product-line Breadth on the Effectiveness of Advertising and Consumer Word-of-Mouth: Evidence from China’s Automobile Market

Using data from the Chinese automobile market, we examine how firms’ product-line breadth choices moderate the effectiveness of firm advertising and consumer online word-of-mouth (WOM) in promoting product sales. We find that product-line breadth has opposing effects on the effec...