Work

Can advertisements for brand extensions revitalise flagship products? An experiment

Year: 2004

Type: article

Source: International Journal of Advertising

DOI: 10.1080/02650487.2004.11072879

Authors: Magne Supphellen, Øivind Eismann, Leif E. Hem

Institution: Norwegian School of Economics

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W311267018

FWCI: 3.721

Cites: 32

Cited by: 25

Related to: 10