The impact of step-down line extension on consumer-brand relationships: A risky strategy for luxury brands

F. Magnoni and Elyette Roux
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F. Magnoni: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique
Elyette Roux: AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Keywords: impact of step-down line extension; consumer-brand relationships; A risky strategy for luxury brands (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (15)

Published in Journal of Brand Management, 2012, Vol. 19, (n°7,), p. 595-608

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00785825

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