search query: @author Wansink, B. / total: 7
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| Author: | Wansink, B. Gilmore, J. M. |
| Title: | New uses that revitalize old brands |
| Journal: | Journal of Advertising Research
1999 : APR, VOL. 39:2, p. 90-98 |
| Index terms: | ADVERTISING MARKETING BRANDS |
| Language: | eng |
| Abstract: | This paper investigates how to craft a new usage campaign that increases both brand equity and sales. The study shows how to find new uses for products and how to most effectively advertise them. |
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