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Research papers

Advertising for brand maintenance

In this paper, we argue that the dominant brand-building perspective on advertising is much too restrictive and leads to most advertising being seen as ineffective. We maintain that a neglected and under-developed alternative - the brand-maintenance...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Andrew S. C. Ehrenberg, Neil R. Barnard
September 1, 1994
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Citation

Ehrenberg and Barnard (1994a, September 01). Advertising for brand maintenance. ANA - ESOMAR. Retrieved June 06, 2026, from


https://ana.esomar.org/documents/advertising-for-brand-maintenance