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Research, like Guinness, is good for you. “Pure Genius”, Guinness's latest advertising campaign, appears set to become another famous phrase in Guinness advertising. The research involved has pointed up a useful model of the branding process — the methods and analyses of which (including “yolk” and “shell” values) may be helpful to the wider theory and practice in future.
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Broadbent et al. (1987) studied this question.
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