Can advertisements of brand extensions revitalise flagship products? An experiment
Leif E. Hem, Oivind Eismann and Magne Supphellen
Previous research on brand extension has been much concerned with the potentially negative backfire effects of unsuccessful extensions.
Can
advertisements of brand
extensions revitalise flagship
products? An experiment
Magne
SupphellenNorwegian School
of
Economics
and Business AdministrationOivind
Eismann
Brand
Cognition, Oslo,
NorwayLeif E. Hem
Norwegian School
of...