L'impact de la force des récits de marque sur la désirabilité de la marque et des extensions: Application aux marques de luxe

Nathalie Veg ()
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Nathalie Veg: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Keywords: Marques; marques de luxe; Extensions de marque (search for similar items in EconPapers)
Date: 2006-05-09
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Published in 2006

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00170315

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