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Original paper

When Brands Go Dark

Volume: 61, Issue: 3, Pages: 247 - 259
Published: Jun 23, 2021
Abstract
Because of various financial reasons, or a change in strategic focus, sometimes brands stop broad-reach media advertising for a year or longer. These long dark periods have not been subject to much study, so little is known about the likely consequences. This exploratory study addresses this omission by documenting the sales performance of 41 beer, cider, and spirit brands that advertised intermittently over almost two decades. Changes in...
Paper Details
Title
When Brands Go Dark
Published Date
Jun 23, 2021
Volume
61
Issue
3
Pages
247 - 259
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