Brand extension: The moderating role of the brand range in a consumption perspective

Mehdi Seltène and Olivier Brunel ()
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Mehdi Seltène: LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique

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Keywords: brand; management (search for similar items in EconPapers)
Date: 2007-05
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Published in 36th EMAC Conference Reykjavík University, Iceland. 2007, 22-25 May (European Marketing Academy), May 2007, Reykjavík, Iceland

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00268349

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