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...

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