OBSERVATIONS - New Uses That Revitalize Old Brands - How do you craft a new usage campaign that increases both brand equity and sales? Two studies show how to find new uses for products and how to most effectively advertise them
| Year of publication: |
1999
|
|---|---|
| Authors: | Wansink, Brian ; Gilmore, Jennifer Marie |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 39.1999, 2, p. 90-99
|