search query: @author Hem, L. E. / total: 3
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| Author: | Supphellen, M. Eismann, O. Hem, L. E. |
| Title: | Can advertisements for brand extension revitalise flagship products? An experiment |
| Journal: | International Journal of Advertising
2004 : VOL. 23:2, p. 173-196 |
| Index terms: | ADVERTISING BRANDS PRODUCTS |
| Language: | eng |
| Abstract: | The present research on brand extension focuses on the upward potential of positive transfer effects. Especially the transfer effects on flagship products is interesting. The research subject of this study is a flagship product in the soft-drink category. The author´s of this article examine the transfer effect of this flagship product. |
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