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 - Institut d'Administration des Entreprises - Grenoble
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Submitted on : Thursday, February 7, 2013 - 10:25:38 AM
Last modification on : Friday, October 5, 2018 - 6:04:03 PM

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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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