New uses that revitalize old brands

Journal of Advertising Research

Volumn 39, Issue 2, 1999, Pages 90-98

  Wansink, Brian ^a   Gilmore, Jennifer Marie ^a  

^a UNIVERSITY OF ILLINOIS AT URBANA CHAMPAIGN   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0043146312     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: None     Document Type: Article

References (10)

1. SMITH, LIZ. "100 Reasons to Love Marketing - Jell-O." Advertising Age, June 24, 1996.
2. KANNER, BERNICE. "Products with Double Lives - On Madison Avenue." New York Magazine, November 30, 1992.
3. DESAI, SUSAN B. "Tapping into 'Mystery' Product Uses Can be Secret of Your Success." Marketing News, October 22, 1992.
4. GRIFFIN, ABBIE, and JOHN HAUSER. Understanding the Voice of the Customer. Marketing Science, 1993.
5. WANSINK, BRIAN. "Expansion Advertising." In Advertising: An Encyclopedia, John Phillip Jones, ed. Beverly Hills, CA: Sage, 1998.
6. _. "Making Old Brands New." American Demographics, December 1997.
7. _. "Advertising's Impact on Category Substitution." Journal of Marketing Research 58, 4 (1994): 84-94.
8. _, and MICHAEL L. RAY. "Advertising Strategies to Increase Usage Frequency." Journal of Marketing 60, 1 (1996): 31-46.
9. _, and _. "Expansion Advertising's Impact on Brand Equity." In Advertising and Building Strong Brands, David Aaker and Alexander L. Biel, eds. Cambridge, MA: Lexington, 1993.
10. _, and _. "Estimating an Advertisement's Impact on One's Consumption of a Brand." Journal of Advertising Research 32, 3 (1992): 4-16.