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

F. Magnoni and Pierre Valette-Florence ()
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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
Pierre Valette-Florence: 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

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Keywords: The impact of step-down line extension on consumer-brand relationships; A risky strategy for luxury brands (search for similar items in EconPapers)
Date: 2011-06-09
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Published in actes du1er Colloque International " Luxe et Contrefaçon : Défis, Enjeux et Perspectives ",, Jun 2011, Université Wesford Genève, Switzerland. pp.cd rom et site internet

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00862438

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