Brand extension: the moderating role of the category to which the brand extension is found

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 extensions; Consumption (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (4)

Published in Journal of Product & Brand Management, 2008, 17 (6), pp.393-402

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00340320

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