A semiotic analysis of the extensibility of luxury brands

Nathalie Veg-Sala () and Elyette Roux ()
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Nathalie Veg-Sala: UPN - Université Paris Nanterre, CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre
Elyette Roux: AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Keywords: luxury; brand extension potential; semiotics (search for similar items in EconPapers)
Date: 2013-04-03
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Published in 8th Global Conference of AM's Brand ans Reputation Special Interest Group, Apr 2013, Porto, Portugal

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01533706

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