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

Seltène Mehdi and Olivier Brunel ()
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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 range; Brand extension (search for similar items in EconPapers)
Date: 2007-05-22
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Published in 36th EMAC Conference, May 2007, Reykjavik, Iceland. pp.5

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00682204

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