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The first mechanism is related to engaging in more frequent communication with the magazine's readers, and the second is related to consumer\u2010initiated interaction between other readers. In both cases something is offered that cannot be obtained from the print magazine, but is assumed to complement it.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>The paper increases understanding of brand extensions with regard to experiential goods, but more research is needed on the factors that are related to extension success.<\/jats:p><\/jats:sec>","DOI":"10.1108\/10662240910981371","type":"journal-article","created":{"date-parts":[[2009,10,5]],"date-time":"2009-10-05T10:25:27Z","timestamp":1254738327000},"page":"408-424","source":"Crossref","is-referenced-by-count":13,"title":["Complementing consumer magazine brands with internet extensions?"],"prefix":"10.1108","volume":"19","author":[{"given":"Anssi","family":"Tarkiainen","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Hanna\u2010Kaisa","family":"Ellonen","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Olli","family":"Kuivalainen","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2021010419572759200_b1","unstructured":"Aaker, D.A. and Keller, K.L. 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