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

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https://hal-amu.archives-ouvertes.fr/hal-03591724
Contributor : Fanny Magnoni Connect in order to contact the contributor
Submitted on : Monday, February 28, 2022 - 5:49:26 PM
Last modification on : Tuesday, March 1, 2022 - 3:23:13 AM

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Fanny Magnoni, Elyette Roux. The impact of step-down line extension on consumer-brand relationships: A risky strategy for luxury brands. Journal of Brand Management, 2012, 19 (7), pp.595-608. ⟨10.1057/bm.2012.8⟩. ⟨hal-03591724⟩

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