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Paper
1.
Can advertisements of brand extensions revitalise flagship products? An experiment
Leif E. Hem, Oivind Eismann and Magne Supphellen, International Journal of Advertising, Vol. 23, No. 2, 2004, pp.173-196
Previous research on brand extension has been much concerned with the potentially negative backfire effects of unsuccessful extensions. The present research focuses on the upward potential of positive ...

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