• Brands in texts: attitudinal effects of brand placements in narrative fiction 

      Olsen, Lars Erling; Lanseng, Even Johan (Journal article; Peer reviewed, 2012)
      Brand placements have become popular as an alternative brand communication tool for many companies. Previous research on brand placements has mainly considered the communication effects of brands placed in television ...
    • Broad vs. Narrow brand positioning: Effects on competitive brand performance 

      Olsen, Lars Erling; Pappas, Ioannis; Samuelsen, Bendik Meling; Warlop, Luk (Peer reviewed; Journal article, 2022)
      Purpose –Brand managers can choose among two fundamentally different brand positioning strategies. One is a broad brand strategy, focusing on many favorable brand associations. The other is a narrow brand strategy, focusing ...
    • Måling av merkeassosiasjoner: Reaksjonstid som metode 

      Olsen, Lars Erling (Journal article; Peer reviewed, 2018)
      Et viktig mål i merkeledelse er å posisjonere merket med relevante og unike assosiasjoner i kundenes hukommelse. Styrken på merkeassosiasjonene – hvor nært en assosiasjon er koblet til merket i hukommelsen – er svært viktig ...