Can advertisements for brand extensions revitalise flagship products? An experiment
作者： Magne Supphellen , Øivind Eismann , Leif E. Hem
DOI: 10.1080/02650487.2004.11072879
关键词: Positive transfer 、 Product (category theory) 、 Special Interest Group 、 Marketing 、 Advertising 、 Business 、 Brand extension 、 Brand names
摘要: Previous research on brand extension has been much concerned with the potentially negative backfire effects of unsuccessful extensions. The present focuses upward potential positive transfer from successful Of special interest is flagship products, these being products most closely related to name in consumer memory. Whereas branding literature indicates that could be a viable strategy for brands need revitalisation, little known about effect extensions products. study object was real product soft-drink category serious image problems. Transfer this were studied ads displaying either line (new same category) or concept new category). All profiled such way as signal more updated and favourable than product. eff...
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