The impact of step-down line extension on consumer-brand relationships: A risky strategy for luxury brands - Aix-Marseille Université Access content directly
Journal Articles Journal of Brand Management Year : 2012

The impact of step-down line extension on consumer-brand relationships: A risky strategy for luxury brands

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hal-03591724 , version 1 (28-02-2022)

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Fanny Magnoni, Elyette Roux. The impact of step-down line extension on consumer-brand relationships: A risky strategy for luxury brands. Journal of Brand Management, 2012, 19 (7), pp.595-608. ⟨10.1057/bm.2012.8⟩. ⟨hal-03591724⟩
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