Brand Extension From a Consumption Perspective: The Moderation of the Heterogeneity of the Belonging Category of the Extension

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
Olivier Brunel: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Keywords: Brand extension; Consumption; Food Behaviour (search for similar items in EconPapers)
Date: 2007-07-05
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Published in Academy of Marketing Conference, Jul 2007, Egham, Royaume-Uni. pp.7

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00682203

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