The brand extension potential in new products categories: The case of luxury brands

Nathalie Veg-Sala ()
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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

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Keywords: Brand extension potential; Luxury Brands (search for similar items in EconPapers)
Date: 2007-09-12
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Published in 3rd Annual Colloquium of the academy of marketing: brand, corporate identy and reputation, Sep 2007, London, United Kingdom

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01533775

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