Can advertisements for brand extensions revitalise flagship products? An experiment

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 transfer effects from successful extensions. Of special interest is positive transfer effects on fl...

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Veröffentlicht in:	International journal of advertising 2004, Vol.23 (2), p.173-196
Hauptverfasser:	Supphellen, Magne, Eismann, Øivind, Hem, Leif E.
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Brand differentiation Studies
Online-Zugang:	Volltext
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