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

Fanny Magnoni and Elyette Roux
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Fanny Magnoni: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Date: 2012-05
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Citations: View citations in EconPapers (14)

Published in Journal of Brand Management, 2012, 19 (7), pp.595-608. ⟨10.1057/bm.2012.8⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03591724

DOI: 10.1057/bm.2012.8

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