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

F. Magnoni 1 Elyette Roux 2, 3
1 Marketing
CERAG - Centre d'études et de recherches appliquées à la gestion, UPMF - Université Pierre Mendès France - Grenoble 2, UGA IAE - Université Grenoble Alpes - Institut d'Administration des Entreprises
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https://halshs.archives-ouvertes.fr/halshs-00785825
Contributor : Coralie Lucatello <>
Submitted on : Thursday, February 7, 2013 - 10:25:38 AM
Last modification on : Tuesday, May 11, 2021 - 11:36:25 AM

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F. Magnoni, Elyette Roux. The impact of step-down line extension on consumer-brand relationships: A risky strategy for luxury brands. Journal of Brand Management, Palgrave Macmillan, 2012, Vol. 19, (n°7,), p. 595-608. ⟨halshs-00785825⟩

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